New York, NY, Nov. 06, 2025 (GLOBE NEWSWIRE) -- A panel of BBB National Programs’ National Advertising Review Board (NARB), the appellate advertising body of BBB National Programs, has recommended that AT&T Services, Inc. modify its advertising to avoid conveying a false message regarding eligibility for an iPhone device offer.

The underlying National Advertising Division (NAD) case (#7501) was initiated by Verizon Communications Inc. under Fast-Track SWIFT, an expedited process for single-issue advertising.

In that challenge, NAD found that in the challenged “Learn how everyone gets iPhone 16 Pro on us” claim, reasonable consumers understand there are limitations to the term “everyone” but that some may interpret “everyone” to mean every person who becomes an AT&T subscriber is eligible and may be surprised that it is not everyone who gets an iPhone, but only those who subscribe to specific plans.

Therefore, NAD recommended AT&T modify its advertising to avoid conveying the message that everyone is eligible for the offer or to clearly and conspicuously disclose that although everyone can be eligible for the offer, they must subscribe to certain plans.

The NARB panel agreed with NAD’s conclusion that the challenged advertising, on its face, conveys a false message that everyone “gets” a free phone and does not clarify the message by disclosing a material limitation to the offer of a free cell phone in a clear and conspicuous manner.

The panel recommended AT&T modify its advertising to avoid conveying the message that everyone is eligible for AT&T’s free cell phone offer, or to clearly and conspicuously disclose that subscribers to value plans are not eligible or otherwise make clear the extent of plan eligibility.

In its advertiser statement, AT&T stated that it will “comply with NARB’s decision.”

All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB Procedures, this release may not be used for advertising or promotional purposes.

About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than 20 globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, promote fair competition for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.

About the National Advertising Review Board (NARB): The National Advertising Review Board (NARB) is the appellate body for BBB National Programs’ advertising self-regulatory programs. NARB’s panel members include 85 distinguished volunteer professionals from the national advertising industry, agencies, and public members, such as academics and former members of the public sector. NARB serves as a layer of independent industry peer review that helps engender trust and compliance in NAD, CARU, and DSSRC matters.

Name: Jennifer Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: media relations