T-Mobile said it will appeal a Fast-Track SWIFT decision by BBB National Programs’ National Advertising Division (NAD) that recommended it discontinue or modify its claims in an ad featuring NFL player Patrick Mahomes and hip-hop superstar Snoop Dogg.
Fast-Track SWIFT challenges is an expedited process for single-issue advertising cases brought to NAD.
In this case, the challenge against T-Mobile was brought by AT&T. T-Mobile’s “Top Three Plays of the Day” ad promises that customers will receive a free iPhone 16 Pro and save 20% monthly in service cost compared to other leading providers, NAD says.
The passage under scrutiny features Dogg saying, “Now at T-Mobile.com get the new iPhone 16 Pro on us, and families can save 20% every month versus the other big guys.” The details briefly appear on screen and are replaced by an image highlighting the savings claim.
“NAD determined that T-Mobile’s advertising reasonably conveys the message that consumers who choose T-Mobile will receive both a free iPhone 16 Pro and save 20% versus AT&T and Verizon,” according to the press release.
“NAD found this broad message was not properly qualified by the on-screen disclosures and recommended T-Mobile discontinue or modify the advertising to better disclose the material conditions of each offer.”
The press release did not say why NAD found the T-Mobile ad claim was too broad or improperly qualified. T-Mobile’s appeal will go to the National Advertising Review Board (NARB).
The two carriers have faced off in the self-regulatory body before. In June, T-Mobile said it would comply with the recommendation that it discontinue or adjust its claims in price lock ads for its internet service.
