The BBB National Programs’ National Advertising Division (NAD) has sided with wireless provider T-Mobile after a rival company challenged some of its recent brand messaging that tout an exclusive partnership between the company and satellite broadband provider Starlink.
The claims in question position T-Mobile as the “first and only U.S. wireless provider to keep you connected in places never thought possible with the world’s largest satellite-to-cell constellation in partnership with Starlink.” The text appeared on at least one T-Mobile webpage and on the company’s official LinkedIn profile.
Rival wireless provider Verizon filed a challenge to the NAD, which is a self-regulating ad industry organization that helps settle disputes over brand messaging and campaigns. The company used the NAD’s SWIFT process, which fast-tracks a decision on the matter.
Verizon argued that the messaging could confuse wireless phone users into thinking T-Mobile is the only provider that offers satellite-based connectivity from smartphones. Verizon also provides satellite connectivity; on Wednesday, the company said its customers were the “first in the U.S. to send text messages to any other customer device via satellite when outside the reach of terrestrial cellular networks” if those subscribers are using certain Android phones.
The NAD disagreed with Verizon’s complaint, finding that T-Mobile’s exclusivity claim was limited to its partnership with Starlink, which didn’t support the idea that the company was the only one to offer satellite-based connectivity from phones.
A spokesperson for T-Mobile said it “appreciates NAD”s recognition that its ‘first and only’ claim is supported.”
