National Advertising Review Board Finds T-Mobile’s ‘Save 20% Every Month vs. The Other Big Guys’ Claim Supported
New York, NY – February 6, 2025 – A panel of BBB National Programs’ National Advertising Review Board, the body that reviews appeals of decisions made by the National Advertising Division, determined T-Mobile US, Inc.'s claim, “save 20% every month vs. the other big guys,” is supported.
In the underlying National Advertising Division (NAD) case (#7402), Charter Communications, Inc. challenged T-Mobile’s commercial featuring Patrick Mahomes, Snoop Dogg, and influencer Kai Cenat. In the commercial, T-Mobile advertises that “families can save 20% vs. the other big guys” with T-Mobile wireless service.
In its decision, NAD recommended that T-Mobile discontinue or modify the challenged advertising to make clear the companies that are the object of comparison and avoid conveying the message that customers can save 20% compared to Spectrum Mobile in the first year of service.
The National Advertising Review Board (NARB) panel disagreed with the NAD decision and determined that, in the mobile phone category, the “big guys” are Verizon, AT&T, and T-Mobile, based on their significant market shares. The panel determined that consumers would not consider Spectrum Mobile, with its smaller market share, to be in that category.
Regarding the pricing claim, the NARB panel found that T-Mobile’s claim that consumers can, but not necessarily will, save 20% versus Spectrum Mobile is valid. The panel noted the availability of a “savings calculator” on T-Mobile’s website that allows consumers to calculate possible savings.
In its advertiser statement, T-Mobile stated that it “appreciates the panel’s careful consideration of the parties’ arguments” and “remains a strong supporter of the self-regulation process.”
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. This press release shall not be used for advertising or promotional purposes.
In the underlying National Advertising Division (NAD) case (#7402), Charter Communications, Inc. challenged T-Mobile’s commercial featuring Patrick Mahomes, Snoop Dogg, and influencer Kai Cenat. In the commercial, T-Mobile advertises that “families can save 20% vs. the other big guys” with T-Mobile wireless service.
In its decision, NAD recommended that T-Mobile discontinue or modify the challenged advertising to make clear the companies that are the object of comparison and avoid conveying the message that customers can save 20% compared to Spectrum Mobile in the first year of service.
The National Advertising Review Board (NARB) panel disagreed with the NAD decision and determined that, in the mobile phone category, the “big guys” are Verizon, AT&T, and T-Mobile, based on their significant market shares. The panel determined that consumers would not consider Spectrum Mobile, with its smaller market share, to be in that category.
Regarding the pricing claim, the NARB panel found that T-Mobile’s claim that consumers can, but not necessarily will, save 20% versus Spectrum Mobile is valid. The panel noted the availability of a “savings calculator” on T-Mobile’s website that allows consumers to calculate possible savings.
In its advertiser statement, T-Mobile stated that it “appreciates the panel’s careful consideration of the parties’ arguments” and “remains a strong supporter of the self-regulation process.”
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. This press release shall not be used for advertising or promotional purposes.