National Advertising Division Recommends AT&T Modify “Learn How Everyone Gets iPhone 16 Pro on Us” Claim; AT&T to Appeal
In a BBB National Programs’ National Advertising Division Fast Track SWIFT challenge initiated by Verizon Communications Inc., the National Advertising Division recommended that AT&T Services, Inc. modify its advertising to avoid conveying the message that every customer on every AT&T plan can receive a free iPhone 16 Pro.
New York, NY, Sept. 25, 2025 (GLOBE NEWSWIRE) -- In a BBB National Programs’ National Advertising Division Fast Track SWIFT challenge initiated by Verizon Communications Inc., the National Advertising Division recommended that AT&T Services, Inc. modify its advertising to avoid conveying the message that every customer on every AT&T plan can receive a free iPhone 16 Pro.
Fast Track SWIFT is an expedited challenge process designed for single-issue advertising cases brought to the National Advertising Division (NAD).
At issue for NAD was whether the challenged claim, “Learn how everyone gets iPhone 16 Pro on us,” is false because not “everybody” can get a free phone or conveyed the message that every customer on every AT&T plan can receive a new phone.
NAD found that the claim does not state that everyone “can” get a free phone. The claim states that one can “learn how everyone gets iPhone 16 Pro on us.” 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.
NAD determined reasonable consumers understand there are limitations to the term “everyone” in this context, such as becoming an AT&T customer and going through certain steps. However, some may interpret “everyone” to mean every person who becomes an AT&T subscriber and may be surprised that it is not everyone who gets an iPhone, but only those who subscribe to specific plans.
The limitation that the offer only applies to certain plans is material information that should be disclosed. Therefore, NAD recommended that 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.
In their advertisement statement, AT&T stated that it “will appeal NAD’s decision.”
Appeals of NAD decisions are made to BBB National Programs’ National Advertising Review Board (NARB), the appellate-level truth-in-advertising body of BBB National Programs.
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 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, create 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 Division: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and promoting fair competition for business.
Name: Jennifer Rosenberg Email: jrosenberg@bbbnp.org Job Title: media relations
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