AT&T has been instructed to cease airing advertisements that suggest it already provides cellular coverage from space. The controversy centers on a commercial featuring actor Ben Stiller making a satellite call to professional golfer Jordan Spieth, despite the service not yet being available to consumers.
AT&T plans to introduce Supplemental Coverage from Space (SCS) via a partnership with AST SpaceMobile, a competitor to Starlink, which is set to launch its first batch of satellites in September. However, a misleading ad campaign prompted T-Mobile to file a complaint with the BBB National Advertising Division (NAD), leading to rulings against AT&T by both the NAD and the National Advertising Review Board (NARB). Official details of the decision can be found in the NARB announcement.
The ad, titled “Epic Bad Golf Day,” depicts Stiller in various remote locations attempting to make a satellite call. While AT&T argues the ad’s humorous nature implies the technology is under development, T-Mobile contends that humor does not absolve the company of its responsibility to make truthful and non-misleading claims.
The NARB concurred with T-Mobile, stating the ad’s humor serves to highlight the potential of SCS technology, falsely suggesting it is currently available. As a result, AT&T has since revised the commercial to include clearer disclaimers indicating that satellite calling is not presently accessible. The updated ad can be viewed here.