T-Mobile to Rein in Starlink Mobile Marketing Claims After Losing Appeal

"As NAD pointed out, consumers are very likely to be unfamiliar with the emerging satellite technology, and accordingly advertisers must exercise caution to avoid overstating the extent of satellite coverage. The panel also recommends that T-Mobile modify its advertising to avoid conveying that T-Satellite provides 100% coverage everywhere and that T-Satellite provides 100% coverage everywhere the sky is visible."

"Since last year, T-Mobile has been offering satellite-to-phone service to eligible customers to receive a signal in cellular dead zones, such as rural and remote areas. In reality, T-Satellite is meant to only function in dead zones, or areas out of reach of traditional cell towers."

The National Advertising Review Board (NARB) ordered T-Mobile to discontinue or modify misleading coverage claims for its Starlink Mobile service, marketed as T-Satellite. The satellite-to-phone service provides connectivity in cellular dead zones and remote areas where traditional towers don't reach. T-Mobile's commercials featuring Billy Bob Thornton implied universal coverage, which regulators found deceptive. The National Advertising Division initially flagged the claims in January, and T-Mobile's appeal to NARB upheld that decision. Regulators emphasized that consumers unfamiliar with emerging satellite technology require clear advertising that avoids suggesting 100% coverage everywhere or wherever sky is visible.

Read at PCMAG