On November 6, 2025, the National Advertising Review Board (NARB), the appellate body of BBB National Programs, recommended that AT&T Services, Inc. modify its advertising claim “Learn How Everyone Gets iPhone 16 Pro on Us.” The recommendation was issued after an investigation found that the claim could mislead consumers into believing that all AT&T subscribers were eligible for the iPhone 16 Pro offer, when in fact the promotion was limited to customers on specific, often higher‑priced, plans.
The challenge was initiated by Verizon Communications Inc. under the Fast‑Track SWIFT process, a streamlined mechanism for resolving advertising disputes. NARB’s decision highlighted that the wording of the claim did not adequately disclose the eligibility restrictions, thereby potentially creating a false impression of universal availability. The board’s ruling requires AT&T to adjust its messaging to comply with advertising standards and avoid consumer deception.
From a business perspective, the recommendation forces AT&T to revise its marketing materials, which may entail additional creative and legal costs and could temporarily dampen the effectiveness of its promotional campaigns. The ruling also signals heightened regulatory scrutiny of the carrier’s advertising practices, potentially affecting customer trust and brand reputation. While the impact on marketing spend is likely modest, the company’s compliance posture will be closely watched by regulators and competitors.
This case follows a similar NARB ruling against T‑Mobile, which was also asked to modify a “free iPhone 16 Pro” claim for comparable reasons. The pattern underscores the broader industry challenge of balancing attractive promotional offers with clear, truthful disclosures, and it places carriers under increased pressure to ensure that advertising language accurately reflects eligibility constraints.
AT&T has stated that it will comply with the NARB’s decision. No additional management commentary was provided regarding the strategic implications of the ruling, and no market reaction data were available at the time of reporting.
The NARB recommendation illustrates the growing emphasis on truthful advertising in the telecommunications sector. AT&T’s prompt compliance will be essential to avoid potential penalties and to maintain consumer confidence in its promotional initiatives.
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