The BBB National Programs’ National Advertising Division (NAD) has recommended that AT&T modify its ads to avoid conveying the message that every customer on every AT&T plan can receive a free iPhone 16 Pro.
The recommendation is a response to a Fast Track SWIFT challenge from Verizon. Fast Track SWIFT is an expedited challenge process designed for single-issue advertising cases.
The challenge said that the AT&T advertising claim, “Learn how everyone gets iPhone 16 Pro on us,” was false because not “everybody” can get a free phone. The challenge said the ad suggested that every customer on every AT&T plan can receive a new phone.
Though the NAD found that the claim did not state that everyone “can” get a free phone, rather that the claim stated that one can “learn how everyone gets iPhone 16 Pro on us.”
However, the term “everyone” means every person without exception, and the phrase “learn how” precedes “everyone,” suggesting that everyone is eligible to receive a phone, not that everyone can learn how to get one, according to NAD.
The limitation that the offer only applies to certain plans is material information that should be disclosed, according to NAD. It recommended that AT&T modify its iPhone advertising to avoid conveying the message that everyone is eligible for the offer.
AT&T stated that it will appeal the NAD decision about its iPhone advertising, though no timeline was given.
In a separate recent decision, NAD ruled for and against AT&T. In that case, AT&T had substantiated its guarantee claims for customers who experience internet and wireless connectivity outages in the context of the carrier’s “Knowing You Exist” commercial, NAD ruled. That challenge was brought by Charter.
