AT&T Ordered to Halt Deceptive iPhone Ads After NARB Ruling

AT&T has been ordered to stop running advertisements that falsely promise all customers a free iPhone, according to a ruling by the National Advertising Review Board (NARB). The decision came just a week after AT&T sued the organization over a different advertising dispute. The NARB panel agreed with a previous ruling by the National Advertising Division (NAD) that the challenged advertising conveyed a false message regarding eligibility for an iPhone device offer. The NARB panel found that AT&T's advertising did not clearly disclose the material limitations to the offer, leading to a false impression that everyone gets a free phone. The decision was made in response to a challenge initiated by Verizon, which had previously won a similar case against AT&T in September 2025. AT&T had appealed the NAD's ruling, but the NARB panel upheld the decision. According to the NARB, AT&T's advertising was misleading because it did not provide clear information about the eligibility requirements for the free iPhone offer. The organization stated that the advertising should be modified to avoid conveying a false message regarding eligibility. AT&T has not yet commented on the decision. The National Advertising Review Board is the advertising industry's official watchdog, responsible for enforcing self-regulatory guidelines for advertising. The organization's decision is binding, and AT&T is required to stop running the challenged advertisements. This ruling has significant implications for the advertising industry, as it highlights the importance of transparency and clarity in advertising. The case has also raised questions about the role of self-regulation in the advertising industry. While the NARB's decision is binding, some critics argue that the organization's power is limited, and that more stringent regulations are needed to protect consumers. Others argue that the decision is a step in the right direction, as it promotes transparency and accountability in advertising. The current status of the case is that AT&T has been ordered to stop running the challenged advertisements. The company has not yet commented on the decision, but it is expected to comply with the NARB's ruling. The NARB will continue to monitor AT&T's advertising to ensure that it complies with the organization's guidelines.