NAD Recommends T-Mobile Discontinue “Don’t You Worry ‘Bout Speed” Claim for T-Mobile Home Internet Service

In a Fast-Track SWIFT challenge brought by Comcast, the National Advertising Division (NAD) of BBB National Programs recommended that T-Mobile discontinue the “Don’t you worry ‘bout speed” claim in reference to T-Mobile’s Home Internet (T-HINT) service. NAD determined that T-Mobile’s unqualified claim conveys the message that internet speeds are sufficient to provide worry-free internet service that will allow users to perform nearly all typical activities on the internet, including intensive uses like gaming or streaming on multiple devices at any time of day. T-Mobile says it will comply with recommendations from the NAD of BBB National Programs that the provider discontinue or modify both a general claim and a specific Internet commercial related to advertising for its Home Internet fixed wireless service. Fast-Track SWIFT is an expedited challenge process designed for single-issue advertising cases brought to NAD. Fast-Track SWIFT are expedited challenges brought to NAD for single-issue advertising cases.