Wed Oct 29 02:10:00 UTC 2025: ## AT&T Rebuked by Ad Watchdog for Misusing Self-Regulation Process in T-Mobile Attack Ads
Washington D.C. – AT&T is under fire from the National Advertising Division (NAD), the advertising industry’s self-regulatory body, for allegedly violating program rules by using NAD’s own findings for promotional purposes. The NAD has demanded AT&T immediately remove its advertising materials, including a video ad and press release, targeting rival T-Mobile.
The controversy stems from a new AT&T campaign, fronted by actor Luke Wilson, that accuses T-Mobile of dishonesty and misleading consumers. AT&T launched the campaign with a press release highlighting the number of times the Better Business Bureau (BBB), and later BBB National Programs, has asked T-Mobile to correct its marketing claims. However, the NAD views this as a misuse of its self-regulatory process, which relies on participants’ good faith and adherence to its rules.
“AT&T’s action threatens the integrity and success of the self-regulatory forum,” the NAD stated, adding that it “undermines NAD’s mission to promote truth and accuracy of advertising claims and foster consumer trust in the marketplace.”
The watchdog group claims that AT&T is mischaracterizing the results of a competitor’s participation in the advertising industry’s self-regulatory process.
While not legally binding, NAD rulings carry significant weight in the advertising world. Companies typically comply with the body’s decisions to maintain credibility and the ability to challenge competitors’ advertising. The NAD can refer more serious cases to the Federal Trade Commission (FTC).
This is not the first time AT&T has faced scrutiny over its advertising practices. The company has previously been criticized for misleading claims about its “5GE” network, falsely implying it was a 5G service, and for prematurely advertising satellite coverage before it was available.
The NAD has issued a cease-and-desist letter, leaving open the possibility of further action. As of the time of writing, the controversial AT&T ad and press release remain online. Both AT&T and T-Mobile have been contacted for comment.
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