T-Mobile’s been battling with advertising regulators for months over those “save 20%” claims you’ve seen everywhere. The National Advertising Review Board (NARB) just concluded that T-Mobile failed the National Advertising Review Board compliance. This includes recommendations about how the carrier markets cost savings compared to Verizon and AT&T.

T-Mobile National Advertising Review Board compliance failure

Back in May 2025, Verizon took issue with T-Mobile’s advertising through the National Advertising Division (NAD). The claims showed up in a “Save on Every Plan” brochure and TV commercials like “Top Three Plays of the Day” and “Holidays Are Coming in Hot.” It was even used in press releases and T-Mobile’s website savings calculator. NAD told T-Mobile to stop making specific claims like “Families can switch and save 20% vs. the other big guys plans plus streaming services.”

However, T-Mobile appealed that decision to NARB in August but said they’d comply anyway. The carrier revised their ads, but Verizon wasn’t buying it. In fact, Verizon went as far as requesting a compliance review. They argued that T-Mobile’s new ads still gave the misleading impression that you’d save 20% just by switching plans. NARB agreed with Verizon and recommended T-Mobile discontinue or modify the claims in October. T-Mobile said they’d comply, again.

Third time’s the charm, or maybe not

According to Verizon, the core problem remained the same. Based on the ads, consumers would still think the savings came from plan costs alone, not from bundled streaming services.

NARB was ready to refer the whole mess to the FTC. But right after sending the compliance decision, T-Mobile told NARB they plan to petition NAD to reopen the case with new evidence to support their T-Mobile advertising claims . Whether that’ll actually resolve the T-Mobile National Advertising Review Board compliance issues is anyone’s guess at this point.

However, Verizon isn’t alone in calling out T-Mobile’s advertising practices. Back in October 2025, AT&T made a similar callout .