National Advertising Division Finds Certain “AT&T Guarantee” Claims Supported; Recommends Other Claims be Modified or Discontinued

Core Points - The National Advertising Division (NAD) upheld AT&T's "AT&T Guarantee" for internet and wireless connectivity outages in response to a challenge from Charter Communications [1] - NAD recommended modifications to other claims related to the "AT&T Guarantee" found on AT&T's website and in March Madness commercials [2] Summary by Sections Knowing You Exist Commercials - The commercials feature life situations that are "not guaranteed" and introduce the AT&T guarantee, emphasizing connectivity, deals, and service [3] - NAD concluded that consumers are unlikely to interpret the guarantee as covering all outages, understanding that "making it right" pertains only to covered outages [4] March Madness Commercials - Charter challenged a series of commercials aired during NCAA March Madness, which set up a contrast between "not guaranteed" situations and the AT&T guarantee [5] - The commercials suggest that outages will be fixed quickly and that customers will receive compensation, with claims of "NETWORK INTERRUPTIONS FIXED FAST" and "GET A FULL DAY OF CREDIT" [6] Disclosure Issues - NAD found that the existing disclosure of material limitations to the guarantee was not clear and conspicuous due to its small font and busy visuals [7] - The guarantee's promise of quick fixes is not supported, as outages must last at least 20 or 60 minutes to qualify for compensation, which could be disruptive [8] Recommendations for AT&T - NAD recommended that AT&T clearly disclose the limitations of the guarantee and modify advertising to avoid misleading messages about fixing all outages quickly [9][12] - The first reference to the AT&T guarantee on the website was found to lack accompanying disclosures, leading to recommendations for clearer communication [11] First and Only Claims - NAD determined that AT&T's claims of being the "first and only carrier" to provide guarantees for wireless and fiber networks were unsubstantiated [13] - AT&T did not provide evidence to support these claims, and NAD recommended discontinuation of such statements [14]