AT&T has been told to stop running ads that falsely promise all customers a free iPhone. The rebuke came from the advertising industry’s official watchdog just a week after AT&T sued the organization over a different advertising dispute.

BBB National Programs’ National Advertising Review Board (NARB) “has recommended that AT&T Services, Inc. modify its advertising to avoid conveying a false message regarding eligibility for an iPhone device offer,” the group, which runs the ad industry’s self-regulatory system, said today.

Verizon initiated the case by challenging AT&T’s “Learn how everyone gets iPhone 16 Pro on us” claim. BBB National Programs’ National Advertising Division (NAD) ruled in favor of Verizon in September 2025. AT&T appealed but lost the challenge in the NARB decision announced today.

“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 group said.

In reality, the offer was only for AT&T customers on certain plans, excluding customers with low-cost plans. “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,” the NARB announcement said.

The NAD’s September decision said “the term ‘everyone’ means every person, without exception,” and helpfully cited the Merriam-Webster definition of “everyone.”