AT&T says it will stop using its 5G Evolution marketing campaign, after the National Advertising Review Board recommended dropping it…
For some months now, AT&T has been displaying on its customers’ devices a “5GE” label, though true 5G coverage wasn’t even available. The company insisted that it meant “5G Evolution, the First Step to 5G.” However, the public and many tech publications protested the move as being misleading (at the very least).
AT&T Dropping ‘5G Evolution’ Branding Following Backlash
Now, industry pressure is growing too much to resist with the the National Advertising Review Board, a BBB-run body that serves as an ad industry self-regulator, recommending AT&T drop the 5G badge. AT&T originally appealed that decision but the NARB rejected the petition. So, the telecom says it will comply.
While consumers are aware that marketing claims might be exaggerated, this particular choice just didn’t hold up to any scrutiny. Despite AT&T’s tentative compliance, the company hasn’t said whether or not it will remove the 5GE icon from its customers devices. The telecommunications company issued a statement, which read, in-part:
“AT&T respectfully disagrees with the reasoning and result reached by the Panel majority. AT&T’s customers nationwide continue to benefit from dramatically superior speeds and performance that its current network provides. As a supporter of the self-regulatory process, however, AT&T will comply with the NARB’s decision.”