The Digital Advertising Accountability Program found T-Mobile to be in line with the Digital Advertising Alliance’s self-regulatory principles. DAAP, the data privacy arm of BBB National Programs, had opened an inquiry into T-Mobile’s new advertising practice of using customer usage and web data for its own and third-party advertising, effective April 26, 2021. Because T-Mobile did not apply the new practice to user data created prior to the implementation date, DAAP found it was not necessary to obtain user consent to access the data.