AT&T falsely promised “everyone” a free iPhone, ad-industry board rules

AT&T has been directed to halt advertisements that inaccurately claim all customers are entitled to a complimentary iPhone. This announcement comes from the National Advertising Review Board (NARB), the official regulatory body for the advertising industry, just a week after AT&T initiated legal action against the organization over a separate advertising issue. The NARB's recommendation urged AT&T Services, Inc. to adjust its marketing strategies to prevent the dissemination of misleading messages about eligibility for its iPhone offer. The case was originally brought to light by Verizon, which challenged AT&T's assertion of ‘Learn how everyone gets iPhone 16 Pro on us.’ In a ruling made in September 2025, the National Advertising Division (NAD) sided with Verizon, prompting AT&T to appeal, which ultimately resulted in a loss for the company in the recent NARB decision. The NARB panel concurred with the NAD's assessment that AT&T's advertisement misleadingly implied that all individuals qualify for a free phone, without making it clear that not all plans are eligible for this offer. In truth, the promotion was restricted to customers subscribed to specific plans, notably excluding those on budget-friendly plans. To address this, the NARB has recommended that AT&T either revise its advertising to eliminate the implication that everyone qualifies for the free iPhone or clearly articulate the limitations of the offer, particularly regarding the ineligibility of value plan subscribers. The NAD's earlier ruling emphasized that the term ‘everyone’ is universally interpreted to mean every individual, reinforcing the need for clarity in marketing communications.