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National Advertising Review Board Finds T-Mobile Failed to Comply with Panel Recommendations
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.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-Mobi
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[{"type":"text","content":"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.","length":254,"tagName":"p"},{"type":"text","content":"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.","length":302,"tagName":"p"},{"type":"text","content":"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.","length":411,"tagName":"p"},{"type":"text","content":"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:","length":188,"tagName":"p"},{"type":"list","items":[{"val":[{"type":"text","content":"“Families can switch and save 20% vs. the other big guys plans plus streaming services.”","length":88,"tagName":"p"}]},{"val":[{"type":"text","content":"“Switch and save versus AT&T and Verizon’s comparable plans plus streaming.”","length":80,"tagName":"p"}]}],"tagName":"ul","bulletedList":true,"length":168,"olType":false},{"type":"text","content":"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.","length":228,"tagName":"p"},{"type":"text","content":"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 an...