Challenges brought up by T-Mobile and AT&T force changes to the way 5G is advertised and described.
Background: In the US, 5G services were launched between 2018 and 2019 by all four mobile operators (now down to three following the merger of T-Mobile and Sprint). Since then, operators have engaged in advertising campaigns to promote the new technology. In particular, AT&T distinguishes between three types of service (5G Evolution, 5G, and 5G+) and came under criticism for using the term ‘5G Evolution’, which actually refers to upgrades to its 4G network. Customers receiving 5G Evolution see a logo on their smartphones reading ‘5G E’.
AT&T must stop referring to 5G Evolution: Following complaints raised by T-Mobile, the National Advertising Review Board (NARB), the self-regulatory body for advertising standards, required AT&T to change its advertising message and stop using the expression ‘5G Evolution’. On 20 May 2020, the NARB upheld T-Mobile’s challenge, since it was not disputed that 5G Evolution identifies an improved 4G network rather than a 5G network. The NARB’s panel noted that using the phrase “The First Step to 5G” to describe the 5G Evolution service did not help consumers understand that it is in fact a 4G network. AT&T stated that it will comply with the decision “as a supporter of the self-regulatory process”, however it will continue to use the ‘5G E’ logo that appears on customers’ phone screens.
Verizon needs to change its advertising claims: A week earlier, on 13 May 2020, the NARB upheld a challenge brought up by AT&T to Verizon’s claim, used in the latter’s ad campaigns, that the operator is building the most powerful 5G experience for America. The message conveyed through the campaign was seen to misleadingly use the present tense, and to make them believe that the service is already widely available. Verizon said it will comply with the decision, but will appeal parts of it since it believes consumers understand that its message refers to investment in future network deployments.
