AT&T Ordered to Halt Ads Promising Free iPhones to All Customers

The National Advertising Review Board (NARB), the advertising industry's official watchdog, has ruled that AT&T Services, Inc. must stop running ads that falsely promise all customers a free iPhone. The decision, announced today, comes just a week after AT&T sued the organization over a different advertising dispute. The NARB panel agreed with the National Advertising Division (NAD) 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. According to the NARB decision, AT&T's advertising campaign, which claimed that "everyone" could get an iPhone 16 Pro for free, was deemed misleading by the panel. The ruling was initiated by Verizon, which challenged AT&T's advertising claim in September 2025. AT&T appealed the decision, but the NARB panel upheld the NAD's conclusion that the advertising was false and deceptive. "We are pleased that the NARB has taken action to protect consumers from false and deceptive advertising," said a spokesperson for Verizon. "Our goal is to ensure that consumers have accurate information when making purchasing decisions, and we will continue to challenge advertising that fails to meet this standard." The NARB's decision is significant because it highlights the importance of transparency and clarity in advertising. "Consumers have the right to know what they are getting into when making a purchase, and advertisers have a responsibility to provide accurate and truthful information," said a spokesperson for the NARB. This is not the first time AT&T has faced criticism for its advertising practices. In 2020, the company was fined $60 million by the Federal Communications Commission (FCC) for making false claims about its wireless network. The company has also faced lawsuits from consumers who claimed that they were misled by AT&T's advertising. The NARB's decision is also significant because it highlights the growing importance of self-regulation in the advertising industry. The NARB is a voluntary organization that is funded by the advertising industry, but it has the power to enforce advertising standards and take action against companies that fail to comply. In a statement, AT&T said that it would review the NARB's decision and consider its options. The company did not comment on whether it would appeal the decision or modify its advertising campaign. The NARB's decision is a reminder that advertisers have a responsibility to provide accurate and truthful information to consumers. As the advertising industry continues to evolve, it is likely that we will see more cases like this one, where companies are held accountable for their advertising practices. The NARB's decision is final, and AT&T must stop running the ads in question. The company will likely face further scrutiny from regulators and consumer advocacy groups in the coming weeks and months.