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Verizon Communications Inc. has withdrawn an advertisement promoting free Google Pixel 10 Pro phones following a challenge from AT&T, which alleged the ad misled consumers by implying the offer was available to all Verizon customers rather than only those on its “Unlimited Ultimate” plan.

The National Advertising Division (NAD) of BBB National Programs, an advertising industry self-regulatory body, announced Thursday that it had been reviewing the commercial under its fast-track process, which handles time-sensitive competitive challenges. AT&T claimed the ad’s disclosures were unclear and failed to inform viewers that the free phone offer applied solely to customers enrolled in Verizon’s top-tier wireless plan.

NAD said it was evaluating whether Verizon’s messaging “implied the claim” that a free Google Pixel 10 Pro was available “with any Verizon plan.” However, the organization noted that Verizon opted to permanently discontinue the commercial while the review was still in progress.

As a result, NAD said it did not issue a ruling on the merits of the advertising claims. Instead, for compliance purposes, it will treat the discontinued campaign “as though NAD recommended they be discontinued.”

Both Verizon and AT&T declined to comment on the matter Friday.

The case underscores the scrutiny wireless carriers face over promotional language in device giveaways and upgrade deals — especially when limited to select high-priced plans.