AT&T just won a major advertising battle as a previous hurdle moves out of the way [UPDATED]
A sudden retraction changes everything.
Update from December 28, 2025:
A T-Mobile spokesperson has reached out, adding the below statement. T-Mobile is currently in a disagreement with the NAD over a flagged ad targeting AT&T, citing this lawsuit as a reason why the NAD's demands could not be met.
We were disappointed in the NAD’s decision to reverse course on AT&T’s deceptive advertising practices, but not entirely surprised. It seems obvious that AT&T made it clear to the NAD that they would bring their considerable legal and financial resources to bear against a small, non-profit industry organization and bury them in endless, expensive litigation. It’s bad news for industry self-regulation and the integrity of the entire process. AT&T’s claim that T-Mobile is "the most challenged" advertiser when they themselves are the filer of most of the complaints is the height of hypocrisy and the reason that the NADs reversal is so sad for our industry.
— T-Mobile spokesperson
The original story from earlier today follows below:
The National Advertising Division (NAD) of the BBB National Programs just did a major about-face regarding AT&T's latest advertising campaign. After initially trying to shut down the carrier's "most challenged" commercials, the watchdog has officially pulled back its cease-and-desist.
A total advertising U-turn
It is not every day you see a legal watchdog do a complete 180, but here we are. According to a redaction letter shared by AT&T's legal team, the previous attempt to block AT&T’s marketing has been scrapped. Back on October 24, 2025, a cease-and-desist was sent to AT&T claiming their "most challenged" ads—which took aim at T-Mobile—violated industry rules. However, the legal stance has shifted entirely.
Key points in this legal fight
- The watchdog no longer opposes networks broadcasting the specific commercials in question.
- All aspects of the previous cease-and-desist order are now officially retracted.
- Television networks are free to air the current ad or any advertisements that are substantially similar.
The situation was actually kind of messy because AT&T's claims were based on the watchdog's own published rules, which it claimed AT&T had violated. In the retraction, it was clarified that "BBB National Programs no longer takes that position and retracts its cease-and-desist letter in all respects".
The battle for carrier dominance
The ad that started it all. | Video credit — AT&T
For the rest of us, this means the carrier wars are about to get even saltier. By retracting the letter, the NAD is essentially admitting that AT&T wasn't breaking the rules by pointing out the facts. If you’re a consumer, you’ll likely see more of these spicy ads as AT&T doubles down on this "most challenged" angle.
Petty or genius?
Honestly, this whole situation is pretty hilarious. AT&T essentially used the watchdog's own data to troll T-Mobile, and the watchdog accidentally tried to stop them before realizing they were the ones who provided the ammo in the first place. I love a bit of corporate pettiness when it is grounded in facts.
I think T-Mobile has had it too easy with their "Un-carrier" branding for a while. Seeing AT&T fight back with "most challenged" stats is a clever way to sow doubt without being outright dishonest. I wouldn't necessarily pick a carrier just because their rival gets "challenged" a lot, but I’ll definitely enjoy the commercial breaks more now that the gloves are officially off.
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