National Advertising Division Recommends T-Mobile Discontinue “Don’t You Worry ‘Bout Speed” Claim for T-Mobile Home Internet Service

New York, NY – April 25, 2023 – In a Fast-Track SWIFT challenge brought by Comcast Cable Communications Management, LLC, the National Advertising Division (NAD) of BBB National Programs recommended that T-Mobile discontinue the “Don’t you worry ‘bout speed” claim in reference to T-Mobile’s Home Internet (T-HINT) service. 

Fast-Track SWIFT is an expedited challenge process designed for single-issue advertising cases brought to NAD. NAD determined that the Comcast challenge was appropriate for Fast-Track SWIFT because it presented the single issue as to whether T-Mobile’s claim “Don’t you worry ‘bout speed” is supported.

T-HINT operates on the same wireless network that T-Mobile smartphones run on, and thus does not use a wired infrastructure to deliver internet. Customers are provided a gateway device that acts as a router and modem which converts T-Mobile’s signal to WiFi and provides a WiFi signal to devices in the home.

After considering the messages reasonably conveyed by the challenged commercial, NAD determined that, given the context which offers T-HINT as an alternative to fixed wired internet, the “Don’t you worry ‘bout speed” claim conveys a message that consumers can get the speed they need to do whatever they want on the internet without limitation.  

In addition, NAD determined that  T-Mobile’s unqualified “Don’t you worry ’bout speed ” claim    conveys the message that internet speeds are sufficient to provide worry-free internet service that will allow users to perform nearly all typical activities on the internet, including intensive uses like gaming or streaming on multiple devices at any time of day.. 

NAD found that T-Mobile’s evidence was not a good fit for its broad unqualified performance claim “Don’t you worry ‘bout speed” and recommended that it be discontinued with respect to T-Mobile’s T-HINT service. 

In its advertiser statement, T-Mobile stated that it “will comply with NAD’s recommendations, but strongly disagrees with NAD’s determination that the challenged commercial communicates an unsubstantiated message.” 

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.


Subscribe to the Ad Law Insights or Privacy Initiatives newsletters for an exclusive monthly analysis and insider perspectives on the latest trends and case decisions in advertising law and data privacy.





Latest Decisions


AT&T Appeals National Advertising Division Recommendation to Discontinue or Modify Claim that Supplemental Coverage from Space is Presently Available

New York, NY – July 11, 2024 – In a Fast-Track SWIFT challenge brought by T-Mobile, the National Advertising Division recommended that AT&T Services, Inc. discontinue or modify the claim that its Supplemental Coverage from Space (SCS) is presently available to consumers.

Read the Decision Summary

In Two Fast-Track SWIFT Cases, National Advertising Division Recommends CoStar Discontinue Certain Claims for Website

New York, NY – July 9, 2024 – In two Fast-Track SWIFT challenges brought by Move, Inc., the National Advertising Division recommended CoStar Group discontinue certain claims relating to the volume of traffic to CoStar’s website,

Read the Decision Summary

National Advertising Division Finds Certain Claims for Dawn Platinum Dishwashing Liquid Supported; Recommends Others be Modified or Discontinued

New York, NY – July 9, 2024 – The National Advertising Division determined that P&G supported its express Invisible Grease Claims as well as the implied claim, “Any difference in removal of grease and food residue between Dawn and Palmolive is meaningful to consumers” but recommended other...

Read the Decision Summary

Direct Selling Self-Regulatory Council Recommends Lyconet Discontinue Salesforce Member Earnings Claims

McLean, VA – July 1, 2024 – The Direct Selling Self-Regulatory Council (DSSRC) recommended that Lyconet America, Inc. discontinue certain earnings claims made by salesforce members on YouTube and Facebook.  

Read the Decision Summary