AT&T rebuked over misleading ad for nonexistent satellite phone calling

Enlarge / Screenshot from AT&T commercial featuring Ben Stiller making a satellite call to Jordan Spieth. (credit: AT&T)

AT&T has been told to stop running ads that claim the carrier is already offering cellular coverage from space.

AT&T intends to offer Supplemental Coverage from Space (SCS) and has a deal with AST SpaceMobile, a Starlink competitor that plans a smartphone service from low-Earth-orbit satellites. But AST SpaceMobile’s first batch of five satellites isn’t scheduled to launch until September.

T-Mobile was annoyed by AT&T running an ad indicating that its satellite-to-cellular service was already available, and filed a challenge with the advertising industry’s self-regulatory system run by BBB National Programs. The BBB National Advertising Division (NAD) ruled against AT&T last month and the carrier appealed to the National Advertising Review Board (NARB), which has now also ruled against AT&T.