We've detected that you're using an ad content blocking browser plug-in or feature. Ads provide a critical source of revenue to the continued operation of Silicon Investor.  We ask that you disable ad blocking while on Silicon Investor in the best interests of our community.  If you are not using an ad blocker but are still receiving this message, make sure your browser's tracking protection is set to the 'standard' level.
Technology Stocks : AT&T
T 26.42-0.7%9:37 AM EST

 Public ReplyPrvt ReplyMark as Last ReadFilePrevious 10Next 10PreviousNext  
From: Sr K5/23/2020 12:41:49 PM
   of 4271

AT&T Told to Stop Using ‘5G Evolution’ in Marketing

Company says a self-regulatory group’s finding doesn’t apply to its 5GE icon

CFO Journal

May 20, 2020 7:27 pm ET

AT&T Inc. will stop using the slogans “5G Evolution” and “5G Evolution, The First Step to 5G” in its marketing after losing an appeal with a self-regulatory group, but suggested that it will continue to display “5GE” icons on customers’ phones.

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.

But the National Advertising Review Board, the appellate body for BBB National Programs’ ad self-regulation program, agreed with the earlier finding.


AT&T disagrees with the reasoning but will comply with the ruling as a supporter of the self-regulatory process, a spokesman said. BBB National Programs is an independent nonprofit organization that focuses on industry and business self-regulation. The group separated in 2019 from the Better Business Bureau, which primarily addresses relationships between businesses and their customers.

Asked whether AT&T will keep showing “5GE” on phones, the spokesman said the decision only applies to its ads.

The company has previously argued that it introduced the 5G Evolution idea as a first step in the transition to the next generation of wireless networks.

Telecom companies have been battling to convince customers that each will be first with nationwide 5G, which they say will offer much faster speeds, and have contested rivals’ assertions on the subject.

AT&T previously challenged claims in two commercials from Verizon Communications Inc. that said Verizon is “building the most powerful 5G experience for America.” The National Advertising Division last week said Verizon should discontinue the claim because the company hadn’t produced supporting evidence.

Verizon is appealing a portion of the decision.

Sprint Corp. in February 2019 sued AT&T over its 5G marketing, alleging false advertising. The lawsuit was settled in April 2019, according to a spokeswoman for T-Mobile, which closed its takeover of Sprint last month. She declined to elaborate.
Report TOU ViolationShare This Post
 Public ReplyPrvt ReplyMark as Last ReadFilePrevious 10Next 10PreviousNext