AT&T has been directed to cease advertisements that misleadingly promise all customers a complimentary iPhone, as determined by the advertising industry’s watchdog. The decision from the BBB National Programs’ National Advertising Review Board (NARB) comes soon after AT&T lodged a lawsuit against the organization over another advertising disagreement. The NARB advised AT&T to revise its marketing materials to prevent conveying misleading information regarding iPhone availability for everyone, highlighting regulatory challenges within the advertising sector.
Originating from Verizon’s challenge, the case addressed AT&T’s claim that “everyone gets iPhone 16 Pro on us.” This claim was initially contested by Verizon, citing it as being deceptive. Following this, the National Advertising Division ruled in Verizon’s favor in September 2025, a decision subsequently upheld by the NARB. The full account of the ruling is available at Ars Technica.
This controversy underscores ongoing tensions in the industry regarding competitive advertising practices. The advertising watchdogs serve as a self-regulatory system aiming to ensure fair competition, reducing potential legal entanglements for issues that might otherwise be resolved through such internal mechanisms. This approach has proven beneficial for larger players like AT&T and Verizon, allowing them to address disputes without immediate resort to the courts.
AT&T’s dispute with the NARB reflects broader strategic interactions between telecom giants, as they navigate both competitive markets and regulatory environments. The resolution of this case may influence how telecom providers craft their marketing strategies in the future, spotlighting the delicate balance between promotional claims and consumer perceptions.