The National Advertising Division (NAD) of BBB National Programs issued a recommendation on February 12, 2026 that T‑Mobile US, Inc. must either discontinue or modify its advertising claims about the cost of a free in‑flight Wi‑Fi benefit. The recommendation was triggered by the company’s comparison of its “Included” benefit to Verizon’s stated $147 per‑month cost, a comparison that the NAD found could mislead consumers by implying Verizon customers routinely pay that amount for Wi‑Fi while T‑Mobile’s benefit is included with its plans.
The NAD concluded that T‑Mobile’s disclosure did not adequately explain which airlines were covered by the benefit and that the comparison to Verizon’s stated cost was unsupported. The claim omitted the fact that T‑Mobile’s free in‑flight Wi‑Fi is available only on Delta, Alaska, Hawaiian, and Southwest flights and is accessed through airline loyalty programs. Verizon does not offer a comparable benefit through its plans, so the comparison was not substantiated.
T‑Mobile has stated it will comply with the recommendation and will revise its marketing materials accordingly. The NAD will monitor the company’s compliance, and any failure to adjust its claims could lead to further enforcement actions, although no fine or legal penalty is imposed at this time.
This recommendation adds to a series of NAD and NARB rulings against T‑Mobile, including a prior proceeding over 5G capacity claims and a cost‑saving claim case. The pattern signals ongoing regulatory scrutiny of the company’s advertising practices and may influence consumer trust and brand perception.
The in‑flight Wi‑Fi benefit is offered through partnerships with Delta, Alaska, Hawaiian, and Southwest, accessed via airline loyalty programs. Verizon’s customers do not receive a comparable benefit through its plans, which further weakens the basis for the comparison made in the advertising.
The regulatory action may affect consumer confidence in T‑Mobile’s marketing, but the company’s commitment to compliance and the lack of a financial penalty mitigate immediate operational impact. Continued monitoring by the NAD will determine whether additional corrective measures are required.
The recommendation underscores the competitive tension between T‑Mobile and Verizon, as Verizon brought the challenge under NAD’s Fast‑Track SWIFT process, highlighting the broader advertising battles between the two carriers.
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