In National Advertising Division Challenge, Verizon Voluntarily Discontinues “Free Google Pixel 10 Pro” Claim

In a Fast-Track SWIFT challenge brought by AT&T Services, Inc., BBB National Programs’ National Advertising Division reviewed claims by Verizon Communications Inc. that it offers the Google Pixel 10 Pro for free on any plan.

New York, NY, Oct. 16, 2025 (GLOBE NEWSWIRE) -- In a Fast-Track SWIFT challenge brought by AT&T Services, Inc., BBB National Programs’ National Advertising Division reviewed claims by Verizon Communications Inc. that it offers the Google Pixel 10 Pro for free on any plan.

Fast-Track SWIFT is an expedited process for single-issue advertising cases reviewed by the National Advertising Division (NAD).

AT&T alleged that Verizon’s Using A.I.: Google Pixel 10 Pro commercial included the implied claim that Verizon offers a free Google Pixel 10 Pro with any Verizon plan and that the commercial’s disclosures did not inform consumers that the offer was only for Verizon Unlimited Ultimate customers.  

During the inquiry, Verizon informed NAD that the commercial was permanently discontinued. Therefore, NAD did not review the claims on their merits and will treat the discontinued claims, for compliance purposes, as though NAD recommended they be discontinued.

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. Per NAD/NARB Procedures, this release may not be used for 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 20 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 fair competition 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 create fair competition for business.  

Name: Jennifer Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: media relations

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