New York, NY, Jan. 22, 2026 (GLOBE NEWSWIRE) -- The National Advertising Review Board (NARB), the appellate advertising body of BBB National Programs, has concluded that T-Mobile US, Inc. failed to comply with the recommendations regarding T-Mobile’s cost savings claims for its cellular service plans.
The underlying National Advertising Division (NAD) proceeding (Case #7415) was brought by competitor Verizon Communications Inc. NAD recommended that T-Mobile discontinue savings claims that appeared in a “Save on Every Plan” brochure, two commercials, “Top Three Plays of the Day” and “Holidays Are Coming in Hot: Families: Save 20%,” a T-Mobile USA press release, and on T-Mobile’s Savings Calculator website.
T-Mobile appealed NAD’s decision to NARB (NARB Panel #7415-340). In the appeal, the NARB panel affirmed NAD’s decision and recommended that T-Mobile discontinue the express savings claims:
- “Families can switch and save 20% vs. the other big guys plans plus streaming services.”
- “Switch and save versus AT&T and Verizon’s comparable plans plus streaming.”
The NARB panel also recommended that T-Mobile modify its advertising to avoid certain unsupported implied claims. In its advertiser statement, T-Mobile stated that while it “disagrees with the panel’s decision,” it would comply.
Following the decision, Verizon requested a compliance inquiry asserting that T-Mobile’s revised advertising continued to convey the same misleading message that consumers who switch to T-Mobile from Verizon can save 20% and that those savings are achieved through plan costs alone. NARB initiated a compliance review and, in October 2025, recommended that T-Mobile discontinue or modify the claims then under review. T-Mobile agreed to comply (NARB Case #7415-340C).
T-Mobile again revised its price superiority claims. A new version of the 20% claim (save up to 20%) was accompanied by the following disclaimer: “By getting built-in benefits they leave out.”
Verizon subsequently requested a second compliance review, arguing that T-Mobile’s newest version of its cost savings claim reflected “superficial, cosmetic tweaks” and that the “core takeaway” remained unchanged -- that consumers could achieve the touted savings through plan costs alone, independent of any ancillary, optional third-party services. NARB initiated a second compliance review in December 2025.
In its response, T-Mobile argued that it had made substantial changes to its advertising, acted in good faith, and that several challenged advertisements had already been discontinued. T-Mobile also asserted that its new claims were “materially different” from those previously reviewed, and therefore NARB should not conduct a compliance inquiry.
NARB concluded that T-Mobile’s new disclaimer language was not sufficiently clear to put reasonable consumers on notice that the price comparison included the cost of ancillary services beyond basic cellular service.
NARB further concluded that T-Mobile had not made a bona fide attempt to bring its advertising into compliance with the decision and recommendations in NARB Panel 340, even though it had had ample time to comply.
While NARB had initially decided to refer the matter to the FTC, subsequent to sending the compliance decision to T-Mobile, the advertiser advised NARB of T-Mobile’s plans to petition the NAD to re-open the proceeding to evaluate new substantiation for the claims.
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB Procedures, this release may not be used for advertising or promotional purposes.
About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than 20 globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, promote fair competition for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.
About the National Advertising Review Board (NARB): The National Advertising Review Board (NARB) is the appellate body for BBB National Programs’ advertising self-regulatory programs. NARB’s panel members include 85 distinguished volunteer professionals from the national advertising industry, agencies, and public members, such as academics and former members of the public sector. NARB serves as a layer of independent industry peer review that helps engender trust and compliance in NAD, CARU, and DSSRC matters.
Name: Jennifer Rosenberg Email: press@bbbnp.org Job Title: Media Relations
