National Advertising Review Board tells AT&T to stop 5G Evolution ads2020-05-20 18:06 by Daniela
Tags: 5G, AT&T
A panel of the National Advertising Review Board (NARB) has recommended that AT&T Services, Inc. discontinue its "5G Evolution" and "5G Evolution, The First Step to 5G" claims. The advertising at issue had been challenged by T-Mobile USA, Inc. before the National Advertising Division (NAD). Following NAD's decision, AT&T appealed NAD's recommendation that these two claims be discontinued.
AT&T started using the 5G E designation in 2018, reasoning that it serves as a foundation for true 5G next-generation cellular technology. However, 5G E doesn't mean your 4G phone can actually connect to a 5G network, and Sprint (which has since merged with T-Mobile) sued AT&T over its use of the "deceptive" 5G E branding in early 2019.
While AT&T said that it "respectfully disagrees" with the NARB's decision, it will apparently comply with the decision, though it's unclear at this point whether it will discontinue both the 5G Evolution advertisements and on-device branding, or just the ads. In addition to its 4G network, the carrier currently advertises "5GE," "5G," and "5G+" services that continue to be confusing and in some cases elusive to consumers, as there are still no maps for AT&T's millimeter wave-based 5G+ in cities or states a year and a half after the service supposedly launched.
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