AT&T ad congratulating itself for its ethics violated an ad-industry rule

AT&T's New Ad Campaign Sparks Controversy Over Misleading Claims

A recent advertising campaign by AT&T, featuring actor Luke Wilson, has been accused of violating industry self-regulatory rules. The National Advertising Division (NAD), a part of the Better Business Bureau's (BBB) network, has deemed AT&T's actions "mischievous" and demanded that the company immediately remove the ads from circulation.

The controversy centers on AT&T's assertion that its rival, T-Mobile, is making false claims about its wireless network. In response, AT&T launched a campaign to counter these claims, featuring Wilson in an ad that portrays itself as a trustworthy alternative. However, NAD has argued that AT&T used the self-regulatory process to promote its own interests and undermine consumer trust.

NAD's National Advertising Review Board (NARB) procedures state that companies participating in the system should not mischaracterize any decision or press release issued by the NAD for advertising purposes. AT&T's actions, according to NAD, "threaten the integrity of the entire self-regulatory forum."

The ad campaign is not without precedent. Both AT&T and T-Mobile have faced criticism over misleading ads in the past. In 2019, AT&T agreed to pay $60 million back to customers for violating Federal Trade Commission regulations on mobile data plans advertised as "unlimited." Similarly, T-Mobile was found guilty of making false claims about savings in an August 2025 ad review board decision.

Despite this history, AT&T's latest campaign has raised eyebrows among advertising watchdogs. The company's use of NAD decisions to promote its own products and services is seen as a clear violation of industry rules. "We did issue a cease-and-desist letter to AT&T on Friday, October 24, the day after the company issued its press release and launched the ad campaign," said an NAD spokesperson.

The incident highlights the challenges facing self-regulatory systems in maintaining consumer trust and promoting honesty in advertising. As one critic noted, "If American mobile consumers could trust that the words AT&T pays Wilson to say don’t omit important details, it would be a miracle." The ongoing saga raises questions about the effectiveness of industry oversight and the need for greater accountability among advertisers.

OMG, this is getting juicy! I'm all about that transparency in ads, you know? It's crazy how AT&T went rogue and tried to undermine T-Mobile's claims using their own self-regulatory process as a shield. Like, what's next? I don't think it's cool when companies try to exploit the system for their own gain. The NAD should be able to speak truth to power, you feel? It's refreshing that there are still people who care about keeping ads honest and not misleading consumers. Fingers crossed the regulators step in and hold AT&T accountable

this is so weird how companies like at&t think they can just game the system and get away with misleading ads i mean, i'm not saying t-mobile isn't at fault either but come on, let's hold both sides accountable here... according to the nad spokesperson, at&t got a cease-and-desist letter 3 days before launching the ad campaign, so like what even is the point of that? shouldn't they have done something sooner if it was really that bad? and btw, $60 million for violating ftc regulations in 2019 doesn't exactly scream "reformed company"

The proof is in the pudding . If you can't trust what you're told by a major company like AT&T, who can you trust? At the end of the day, it's all about holding them accountable . The lines between truth and advertising are getting blurred , but that doesn't mean we should just sit back and watch . We need to keep shining a light on their actions .

um, i dont get why ad companies cant just tell the truth? like, if they got something wrong on their own ads, who cares if another company copies them? it seems to me like this is just an excuse for at&t to play dirty and undermine t-mobile's credibility. but at the same time, isn't self-regulation kinda like a big joke when companies are just gonna do whatever they want and hope nobody notices? i mean, if the nad doesnt enforce the rules properly, then what's the point of even having one?

"Those who do not learn from history are doomed to repeat it "

The whole thing with AT&T and T-Mobile just feels like déjà vu, right? It's like they're playing a never-ending game of catch-up, and the consumers end up losing out in the process. And let's be real, who can trust what these companies are saying anymore?

The truth will set you free, but only if you're willing to face it . It's like they say, "You can't fool all the people all the time," and apparently AT&T is trying to do just that. Their new ad campaign is a classic case of "he said, she said" with no facts to back up their claims. It's like they're trying to rewrite the rules to suit themselves. The fact that NAD has deemed their actions "mischievous" and demanded they remove the ads from circulation should be a wake-up call for AT&T. Transparency is key in advertising, and if you can't trust what's being said, then why bother?

omg this is so crazy!! i cant believe at&t is trying to get away with misleading ppl like this i think its super unfair that they're using nads decisions against themselves its like they're saying "hey we made a mistake but you can use it to try and make yourself look good" nope dont think thats how self regulation works anyway im just glad the nad is standing up for truthfulness in advertising cant believe t mobile has to deal with this too, both companies need to be held accountable

I'm low-key shocked at AT&T's antics . I mean, come on, they're basically trying to undermine consumer trust by using self-regulatory rules against their competitor. It's like something out of a movie - you know, that scene where the villain tries to take down the hero with their own dirty tricks? Anyway, seriously though, this is a major red flag for me. If AT&T can't be trusted to play fair, how can we trust them at all? I'm calling BS on their ad campaign . And can we talk about Luke Wilson's involvement in this whole mess? Is he in on it too? Either way, this is a total mess and AT&T needs to take responsibility for their actions.

I'm so frustrated with these giant telcos They can't even keep their ads straight. I mean, AT&T thinks they can just use NAD's own rules against them? That's just shady, in my opinion I swear, if you're gonna play by the rules, don't try to twist 'em like that. And honestly, who do we trust anymore? The fact that T-Mobile has been caught making false claims too, doesn't exactly fill me with confidence . Can't these companies just be honest for once? We deserve better

I'm telling you, this whole thing is like a perfect storm of corporate politics . AT&T thinks they can just game the system by using NAD decisions to boost their own brand, but that's not how it works . It's like they're trying to create some kind of "alternative facts" scenario, where the truth doesn't matter as long as they come out on top .

And let's be real, if a company can get away with misleading ads without facing any real consequences, that's not just a problem for consumers, it's a problem for trust itself . I mean, we're already living in an era where "fake news" is a thing, but when companies like AT&T start making up their own version of reality, it's like they're playing with fire .

We need to have some real oversight here, not just token complaints from NAD . If the system can't keep companies like AT&T in line, what's the point of self-regulation at all? It's time for some serious reform and accountability .

idk why they're all over this like what's the big deal? AT&T's just trying to counter some claims from T-Mobile, right? But honestly, can't we just have a good ol' fashioned debate without resorting to ads that are straight up misleading . I mean, if you've got something to say, say it and stand by it. Don't use NAD as an excuse to spin your own narrative. And what's with all the self-regulatory rules, anyway? Just seems like a fancy way of saying "we're gonna make sure everyone plays nice". But at the end of the day, it's up to us consumers to do our own research and not get too caught up in all the hype

I mean, come on! It's like they're playing by their own rules now . AT&T thinks they can just slap a disclaimer on an ad and everyone will be cool with it? Please . They're essentially using the NAD process as a marketing tool to boost sales rather than actually improving their network or addressing any real issues. And now they're getting all upset that people are calling them out for it . It's just another example of how big corporations can abuse self-regulation and make a mockery of consumer trust .

I'm kinda surprised by this whole situation . I mean, who doesn't love a good ol' fashioned marketing battle between AT&T and T-Mobile? But seriously, when you think about it, it's just not cool that both of these big players are trying to one-up each other with misleading ads.

Look, we all know the ad world can get pretty grey ️. Companies want to stand out, make a sale, and stay ahead in the game. But at what cost? When you start playing dirty and misrepresenting facts to get an edge, that's just not right.

I think what really bothers me is when companies like AT&T use self-regulatory processes to promote their own interests instead of actually following the rules . It's like they're trying to play both sides against each other and undermine consumer trust at the same time.

We need more transparency and accountability in advertising, especially from big players like AT&T and T-Mobile . If we want people to take us seriously, we need to be honest and upfront about what our products and services can do – or can't do .

OMG, can you believe this?! AT&T is getting roasted by NAD for using those "self-regulatory" rules to just promote themselves . It's like, they want it both ways - claim T-Mobile is making false claims and then use the process to take down their own rival? The fact that they're doing this after already paying $60 million to settle FTC regulations in 2019 is just shady .

And what's with Luke Wilson being used as a trustworthy alternative? Like, dude's just an actor trying to make some cash. Can't we trust our own judgment without AT&T pulling strings behind the scenes? The whole thing just feels like a big ol' ad campaign to distract us from their own shady practices .

I'm all for self-regulation and accountability in advertising, but when it comes down to it, it's clear that AT&T just wants to protect its own interests. And if we can't trust our mobile providers to be honest with us, what else is gonna happen? It's time for greater transparency and real oversight, not just lip service from the industry .

Omg I just found out about this and I'm like totally shook I mean what's up with AT&T trying to undermine T-Mobile like that? It's so not cool And now they're being called out for it by the NAD, which is pretty much like the ultimate authority on advertising I feel bad for T-Mobile because it seems like they got played here Luke Wilson was trying to be all trustworthy and stuff, but really he was just helping AT&T spin a bad story I don't know what's more annoying, the fact that they did this or the fact that we're still dealing with these kinds of issues in 2025 Can we just get some honesty in advertising already?

I can feel how frustrating this situation must be for all you mobile users out there! It's just not right when companies try to undermine each other with misleading ads, especially when it comes to something as important as wireless networks. The fact that AT&T used the self-regulatory process to promote its own interests is really shady. I get why the NAD is stepping in to hold them accountable and ensure that consumers can trust what they're being told.

It's not just about AT&T and T-Mobile, though - it's about the broader industry's responsibility to be honest and transparent in their advertising practices. Can we really trust that ads are always genuine? The whole thing feels like a big mess, but I'm hoping that this incident will spark some much-needed change and improve accountability across the board.

can we just get real for a sec like what's good with these telco companies? they're all just trying to lowball each other and mess with consumers' heads at&t is literally using the system against itself, and it's getting old nard is right to call 'em out on this, though - can't we just have some honest ads for once? no more spin Doctoring or misinformation

OMG like what is up with AT&T?! They just launch an ad campaign that's all about being truthful and trustworthy, but then NAD is all like "nope, you're being super misleading" And now they're basically calling them out for it? I mean, come on! It's not even fair to say the whole self-reg system is failing because this one company can't follow the rules . We need stricter regulations, not just some slap on the wrist. And another thing, why do people still trust AT&T after all those "unlimited" data scandals in 2019? T-Mobile and AT&T both have a history of making false claims, but at least they're owning up to it now? Or are they just trying to spin this whole thing?

I'm telling ya, this is just another example of companies trying to game the system . I mean, come on, AT&T thinks it's cute trying to undermine T-Mobile with some fancy advertising campaign featuring Luke Wilson ? Newsflash: it just looks shady .

And don't even get me started on the fact that they're using NAD decisions to promote their own products . That's like putting a band-aid on a bullet wound . The system is supposed to be about promoting honesty and transparency in advertising, not just letting companies spin whatever they want .

It's crazy how companies can just push the limits of what's considered acceptable without getting called out for it . I mean, remember that $60 million fine AT&T paid back in 2019? That should've been a wake-up call . But nope, they're still pushing the envelope and hoping nobody pays attention .

Anyway, kudos to NAD for stepping up and calling out AT&T on this one . Maybe it's time for them to take a closer look at their own processes and make sure they're holding companies like AT&T accountable .