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T-Mobile Voluntarily Discontinues “Customer Loyalty 4x Higher than Xfinity” Claim Following National Advertising Division Challenge by Comcast

New York, NY – January 31, 2023 – Comcast Cable Communications Management, LLC, originally filed a Fast-Track SWIFT challenge against competitor T-Mobile US, Inc.’s claim that it has “customer loyalty 4 x higher than Xfinity” made in a television commercial promoting T-Mobile’s Home Internet service. BBB National Programs National Advertising Division (NAD) determined that the challenge was not appropriate for SWIFT and Comcast refiled the challenge in Standard Track.

Although T-Mobile contended that NAD did not have jurisdiction to consider this challenge because the television commercial with the challenged claim appeared only in the Philadelphia, Pennsylvania market, and was permanently discontinued prior to the commencement of the Standard Track challenge, NAD determined that it has jurisdiction over the advertising claim at issue in this case because:

  • A large metropolitan area such as Philadelphia may constitute a substantial portion of the United States.
  • The advertising is national in character as the claim references a national customer loyalty survey.
  • The challenged claim had not been permanently withdrawn prior to the date of the SWIFT complaint.


During the proceeding, T-Mobile informed NAD that it had permanently discontinued the “customer loyalty 4x higher than Xfinity” claim for business reasons. Therefore, NAD did not review the claim on its merits.

In its advertiser statement, T-Mobile stated that despite its “respectful disagreement” with “NAD’s conclusion that it has jurisdiction over this matter” it “remain[s] a supporter of the self-regulatory process.”

All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive.


About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit

About the National Advertising Division: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.

Contact Information:

Contact: Abby Hills, Director of Communications, BBB National Programs
703.247.9330 /

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