The national advertising division of independent organization BBB National Programs has taken issue with T-Mobile’s claim that consumers can “save 20% every month vs. the other big guys” in markets where Charter’s Spectrum Mobile also provides services.
In those markets, the BBB National Programs’ National Advertising Division recommended that T-Mobile modify its advertising to avoid conveying the comparative claim.
The recommendation follows a challenge from Charter under Fast-Track SWIFT, an expedited challenge process designed for single-issue advertising cases brought to the National Advertising Division (NAD).
The subject of the complaint is the carrier’s “Top Three Plays of the Day” commercial featuring influencer Kai Cenat, NFL player Patrick Mahomes, and rapper Snoop Dogg. In the spot, T-Mobile makes the claim that “families can save 20% vs. the other big guys” with T-Mobile wireless service.
At the hear of Charter’s argument is that Spectrum Mobile was among “the other big guys.” NAD said that the terminology is ambiguous, and the ad’s context is ambiguous about which competitors are being compared, so prospective consumers who live within Spectrum’s limited nationwide footprint could reasonably interpret the challenged T-Mobile claim as including Spectrum Mobile.
NAD also found that any savings Spectrum Mobile customers that made the switch would not be achieved in the first year due to a promotional offer that expires after 12 months.
Therefore, NAD recommended T-Mobile discontinue or modify its advertising claim to make clear which companies are the object of the comparison (“the other big guys”) in those markets where Spectrum Mobile also provides service.
In the fall, AT&T also challenged the claim in the T-Mobile ad.
In a statement, T-Mobile stated that it is “disappointed with NAD’s decision in this case” and that it will appeal NAD’s decision to the National Advertising Review Board (NARB).
