T-Mobile Asked To Drop Or Modify Snoop Dogg Holiday Ad

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T-Mobile Asked To Drop Or Modify Snoop Dogg Holiday Ad

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T-Mobile’s holiday campaign is facing some unexpected complications from the ad industry’s self-regulating body.

Last week, the Better Business Bureau’s (BBB) National Advertiser Division (NAD) issued a decision asking T-Mobile to drop or modify its recent ad starring Snoop Dogg and Patrick Mahomes. The 30-second broadcast ad debuted across major networks earlier this month.

At issue in The “Top Three Plays of the Day” adis its  characterization of T-Mobile’s holiday promotional deal promising a free iPhone16 Pro and 20% off monthly service costs compared to its competitors in the wireless space.

Competing wireless brand AT&T brought the challenge through the NAD’s fast-track SWIFT process for single-issue advertising cases. The NAD cited  the line: “Now at T-Mobile.com get the new iPhone 16 Pro ON US and families can save 20% every month versus the other big guys.”

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In issuing its ruling, NAD said it determined the ad “reasonably conveys the message that consumers who choose T-Mobile will receive both a free iPhone 16 Pro and save 20% versus AT&T and Verizon,” and that this message wasn’t properly qualified by on-screen disclosures. NAD recommended T-Mobile either discontinue the ad or modify it to provide adequate disclosure about the material conditions related to each offer.

T-Mobile expressed disappointment with the decision in its advertiser statement, the NAD reported in a release announcing the decision, and plans to appeal the decision to the National Advertising Review Board (NARB).

“As we said in our campaign, T-Mobile customers get best in class benefits and savings, like a free iPhone 16 Pro on Go5G Next, and families can save 20% every month on their plan with streaming services compared to similar plans and streaming from AT&T and Verizon,” T-Mobile told Marketing Daily. “We’re appealing the NAD’s decision as we clearly laid out how customers can make the most of these savings and benefits and decide what’s best for them.”

The decision follows a similar ruling this past August  filed by T-Mobile against AT&T, through the SWIFT process. The NAD asked AT&T to discontinue or modify its advertising claim that “Supplemental Coverage from Space (SCS) is currently available to AT&T consumers.”

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November 25, 2024 at 08:10PM