07/20/2026

Freedom Mobile has launched a national campaign spotlighting a widening gap in Canada's wireless market. Since the CRTC announced the ban on activation and modification fees, some providers have introduced other charges in their place. Freedom is taking the opposite approach: no activation or modification fees, and no equivalent charges under another name.

Built around the line "What The Fees?!" — a deliberate play on a familiar expression — the campaign speaks directly to consumers and puts Freedom's commitment front and centre: no hidden charges, and no fees the regulator set out to remove. It builds on the brand's long-standing position as an affordable, straightforward choice in Canadian wireless.

"Our customers should know exactly what they're paying, with nothing added along the way. That's the standard we hold ourselves to, and we think it's the one Canadians deserve," said Jean B. Péladeau, Senior Vice-President and Chief Marketing Officer, Freedom Mobile.

The campaign will run across print, social and digital. Each instance points to a web page where Canadians can learn more about the fee changes and find links to related coverage and CRTC resources.

Freedom's decision not to charge these fees is the latest in a series of commitments the brand has made to keep pricing predictable for its customers. These include its Price Freeze Promise, which allows subscribers to keep their wireless plan price (before discounts and credits) for as long as they keep their plan, and Roam Beyond, which gives customers a simpler and more affordable way to stay connected when travelling abroad in 120+ destinations.