AT&T says it will stop using "5G Evolution" and "5G Evolution, the First Step to 5G" in its marketing.
And AT&T said it will.
If you're the least bit familiar with the global mobile industry's slow transition from aging 4G LTE connectivity to a new 5G gold standard of download speeds and network latency, you probably know the first 5G launches took place in the United States and South Korea a little over a year ago.
AT&T stated that it "respectfully disagrees with the reasoning and result reached by the Panel majority", and reiterated its position that its customers nationwide continue to benefit from dramatically superior speeds and performance that AT&T's current network provides.More news: 50 people allowed in NSW restaurants from June 1 — HAPPY HOUR
T-Mobile US Inc. had successfully challenged AT&T's "5G Evolution" marketing with the National Advertising Division unit of BBB National Programs, prompting an appeal by AT&T.
The NARB is not an independent body - it's an advertising industry group that aims to self-police its members.
The NAD had already recommended that these claims be discontinued, however AT&T appealed the decision to the NARB, which agreed with the NAD's findings and recommendations that AT&T's "5G E" branding was deceptive and misleading.
The Panel noted that a reasonable consumer could conclude that the reference to "The First Step to 5G" was the advertiser's way of promoting a 5G network, while promising an even more robust 5G network at a later time, especially since the slogan is being used in conjunction with "5G Evolution". As a supporter of the self-regulatory process, however, AT&T will comply with the NARB's decision.More news: Updated Information Regarding First COVID-19 Death in Wood County
Print, in-store and television ads take longer, but compliance is expected within a month or so. Both are divisions of Better Business Bureau (BBB) National Programs. If a good faith effort hasn't been made, then they would be referred to the appropriate regulatory authority.
As has been widely reported, the controversial and often criticized 5GE connectivity icon that appears on smartphones when AT&T's customers are still connected to the carrier's 4G LTE network is not impacted by the decision since advertising doesn't extend to the device itself.
AT&T's marketing ploy looks even sillier when you factor in that the company has a real 5G network it's now trying to market to consumers as a faster and more reliable alternative to Verizon's. The NARB's reasoning for rejecting AT&T's argument that 5Ge was not confusing to consumers was simple enough for a first grader not only to understand, but to formulate.More news: Brazil passes 20,000 virus deaths after record 24-hour toll