National Advertising Division Recommends T-Mobile Discontinue Certain Comparative Savings Claims for its Mobile Telephone Service; T-Mobile to Appeal

Core Points - Verizon Communications Inc. challenged T-Mobile US, Inc. regarding savings claims in its advertising materials, leading to a recommendation from the National Advertising Division (NAD) to discontinue these claims [1][5] - T-Mobile modified its savings claims to explicitly reference streaming services but still conveyed that consumers switching from Verizon could save 20% based solely on plan costs [2][3] - NAD found that T-Mobile's disclosures were not clear about the conditions under which the 20% savings claim applied, including the requirement to purchase three lines of service at a specific tier [4] Group 1 - The NAD recommended that T-Mobile discontinue the challenged savings claims due to misleading implications about savings [5] - T-Mobile expressed disappointment with the NAD's decision and plans to appeal to the National Advertising Review Board (NARB) [5] - The NAD's findings highlight the importance of clear and conspicuous advertising disclosures to avoid consumer confusion [4][8] Group 2 - The National Advertising Division serves as an independent body that reviews advertising truthfulness and promotes fair competition [8] - BBB National Programs, which oversees the NAD, has been enhancing consumer trust in business for over 50 years through various self-regulation programs [7]