BBB National Programs’ National Advertising Division (NAD) found that an AT&T ad for its nascent Supplemental Coverage from Space (SCS) service implied that it is available — despite the fact that it is not.
The decision was made via a SWIFT challenge brought by T-Mobile US Inc. These challenges are expedited processes for single-issue advertising. AT&T said it will appeal the decision.
The SWIFT challenge was made against an AT&T ad entitled “Epic Bad Golf Day,” featuring actor Ben Stiller.
SCS services provide coverage via satellite to areas unserved by terrestrial infrastructure. AT&T has announced such a service, but it has not yet launched.
“NAD found one reasonable message conveyed is that AT&T is advertising the current availability of SCS from AT&T,” said the NAD in a statement. “Accordingly, NAD recommended that AT&T either discontinue the claim that SCS is presently available to AT&T consumers or modify the claim to clearly and conspicuously disclose that SCS is not available now.”
The appeal will be made to the BBB National Programs’ National Advertising Review Board (NARB). NAD quotes AT&T’s statement announcing the appeal as saying it “maintains its position that there is no implied message of present satellite calling availability,” and that “the commercial is simply a comedic romp that clearly showcases AT&T’s investment in the future of satellite calling.”
In early April, AT&T prevailed in a similar challenge against an advertisement by Charter Communications for its backup services. Charter said it would comply with the modifications, though it disagreed with the decision.
About a week earlier, Cox Communications successfully defended itself against claims about its mobile services challenged by AT&T. In that case it was found that Cox Mobile, an MVNO, had provided a reasonable basis for three claims it made that were challenged.
