"AT&T has substantiated its guarantee claims for customers who experience internet and wireless connectivity outages in the context of the carrier's "Knowing You Exist" commercial, the BBB National Programs' National Advertising Division (NAD) has ruled. The challenge was brought against AT&T by Charter. That doesn't mean that all of AT&T's related advertising claims should remain unchanged, however. The NAD recommended AT&T modify or discontinue other claims related to its "AT&T Guarantee," which appeared on AT&T's website and in a series of "March Madness" TV commercials."
"NAD ruled that, based on the evidence, consumers were unlikely to interpret the messages as a broad guarantee covering all outages and were also unlikely to believe that "making it right" would cover every possible type of outage. Instead, consumers would understand that "making it right" is part of the guarantee and only covers outages covered by it. However, since the voiceover in the commercials explicitly states that "we'll make it right" with on-screen text referencing "connectivity," "deals," and "service," some consumers may take away a message that AT&T will make it right for when there is some kind of issue relating to connectivity, deals, or service that is covered by the guarantee, according to NAD."
The BBB National Programs' National Advertising Division found AT&T substantiated its guarantee for customers experiencing internet and wireless connectivity outages tied to the "Knowing You Exist" commercial. Charter challenged more than a dozen AT&T commercials and related website claims about the "AT&T Guarantee." NAD concluded consumers were unlikely to interpret the ads as promising a blanket guarantee for all outages or that "making it right" would cover every outage type. NAD recommended AT&T modify or discontinue some AT&T Guarantee claims because certain voiceover and on-screen text elements could lead some consumers to overgeneralize the remedy scope.
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