AT&T Appeals National Advertising Division Recommendation to Discontinue or Modify Claim that Supplemental Coverage from Space is Presently Available

New York, NY – July 11, 2024 – In a Fast-Track SWIFT challenge brought by T-Mobile US, Inc., BBB National Programs’ National Advertising Division recommended that AT&T Services, Inc. discontinue or modify the claim that its Supplemental Coverage from Space (SCS) is presently available to consumers.

Cellular networks offer broad coverage throughout the United States, however, there is still limited cell signal coverage in large portions of the country. AT&T’s “Epic Bad Golf Day” commercial, starring Ben Stiller, presents a solution from AT&T to this issue through SCS coverage. AT&T has announced plans to offer SCS for customers in remote, unserved areas, however, concedes that this coverage is not yet available.

Fast-Track SWIFT is an expedited process for single-issue advertising cases brought to the National Advertising Division (NAD). At issue was whether AT&T’s “Epic Bad Golf Day” commercial conveys the message that SCS is presently available from AT&T.

NAD found one reasonable message conveyed is that AT&T is advertising the current availability of SCS from AT&T. Accordingly, NAD recommended that AT&T either discontinue the claim that SCS is presently available to AT&T consumers or modify the claim to clearly and conspicuously disclose that SCS is not available now.

NAD noted that nothing in its decision precludes AT&T from making truthful and non-misleading aspirational claims about SCS.

In its advertiser statement, AT&T stated that it will appeal NAD’s decision because it “maintains its position that there is no implied message of present satellite calling availability” and that “the commercial is simply a comedic romp that clearly showcases AT&T’s investment in the future of satellite calling.”

Appeals of NAD decisions are made to the 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. This press release shall not be used for advertising or 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 a dozen 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 a fairer playing field 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 leveling the playing field for business.