Update as of December 28, 2025:
A spokesperson from T-Mobile has issued a response regarding ongoing disputes with the National Advertising Division (NAD). The company is currently in disagreement over an ad targeting AT&T, referencing this lawsuit as a reason why they cannot comply with NAD's recent requests.
"We were disappointed by the NAD's reversal in the case involving AT&T's alleged deceptive advertising but not entirely surprised. It is clear that AT&T used its extensive legal and financial resources to overwhelm a small nonprofit organization through prolonged, costly litigation. This outcome sets a concerning precedent for industry self-regulation and undermines the integrity of the process. AT&T's criticisms of T-Mobile as being 'the most challenged' advertiser are especially hypocritical given that AT&T itself files the majority of complaints. NAD's decision to backtrack is a setback for our industry," said the T-Mobile spokesperson.
— T-Mobile spokesperson
The original report from earlier today follows:
The National Advertising Division (NAD) under the BBB National Programs has formally reversed its earlier position regarding AT&T's latest marketing campaign. Initially, the watchdog issued a cease-and-desist order to halt the airing of AT&T's "most challenged" ads, which targeted T-Mobile. However, that directive has now been fully withdrawn.
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Complete Reversal in the Advertising Dispute
AT&T's legal team has successfully overturned the previous cease-and-desist attempt that sought to block the telecommunications giant’s advertising. On October 24, 2025, the NAD initially argued that AT&T's ads claiming "most challenged" status — a direct jab at T-Mobile — breached industry standards. That stance has now been abandoned entirely.
Important Elements of the Settlement
- The watchdog no longer opposes broadcast of the disputed commercials.
- The cease-and-desist directive has been fully retracted in all aspects.
- TV networks are cleared to air the existing ad or any materially similar advertisements without restriction.
AT&T’s claims initially stemmed from the watchdog’s own published regulations, which it alleged were violated. However, the NAD has clarified, “BBB National Programs no longer takes that position and retracts its cease-and-desist letter in all respects.”
The Ongoing Battle for Carrier Supremacy
The commercial that ignited the dispute. | Video credit — AT&T
AT&T and T-Mobile have been fierce competitors in the telecom space for years. With T-Mobile often claiming the title of the "most awarded" network, AT&T stepped up with an inventive twist by pointing out how frequently T-Mobile's claims are challenged by rivals. This ruling marks a significant achievement for AT&T, effectively endorsing their strategy of using T-Mobile's own contested track record as a competitive angle. Their ads are legally validated, meaning consumers should expect to see more of this provocative messaging going forward.
Yes, since the watchdog has stepped out of the way.
50%
No, I think AT&T has more than made their point.
50%
Total votes: 10 Back to Voting
Is it Clever Strategy or Corporate Pettiness?
AT&T effectively leveraged the watchdog’s own data to turn the tables on T-Mobile, with the NAD initially moving to stop the ads before acknowledging they had inadvertently provided AT&T with the ammunition. This clever approach underscores a new chapter in telecom advertising battles. While some may view the “most challenged” ads as petty, they are grounded firmly in factual information. Although consumers may not choose their carrier based solely on the number of challenges their competitor faces, the dynamic certainly spices up the advertising landscape, signaling that the competition has intensified considerably.
