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AT&T slapped down for its '5G E' ads: You don't have a 5G network, so stop saying so, says watchdog:
AT&T has been officially slapped down by America's National Advertising Review Board (NARB) for its 5G Evolution campaign in which it branded its phone and network 5G E, despite not actually deploying 5G technology.
"A panel of the National Advertising Review Board has recommended that AT&T Services discontinue its '5G Evolution' and '5G Evolution, The First Step to 5G' claims," the self-regulatory body ruled on Wednesday.
It went on: "The NARB panel determined that both claims will mislead reasonable consumers into believing that AT&T is offering a 5G network and recommended that the claims be discontinued."
Amazingly, despite AT&T being roundly mocked for its campaign – which, among other things, placed a "5GE" logo in the icon-bar along the top of its phones to dress up its 4G network as 5G – AT&T fought against the censure, even appealing a previous recommendation that it stop.
The NARB noted straight though you suspect with a smirk: "It was not disputed that the AT&T network is not a 5G network."
It also disagreed with AT&T that people would realize the "E" meant "Evolution," as in the network will eventually evolve into a 5G network, rather than thinking, er, it's 5G. And the watchdog pointed out, quite reasonably, that "the current prevalent technology in wireless is 4G LTE, and LTE stands for 'evolution'." Bam!
Also at iPhone Hacks, the Mac Observer, and Android Police.
(Score: 5, Insightful) by Anonymous Coward on Thursday May 21 2020, @07:19PM (10 children)
This is what happens when you don't have (and enforce) truth in advertising laws. This fraudulent campaign has been going on for more than a year and we are only at the strongly worded letter stage. The cease-and-desist letter and fines should have started on the first day, with jail time for C-suite if they didn't comply quickly enough.
(Score: 0) by Anonymous Coward on Thursday May 21 2020, @07:50PM
OTOH, they are accruing more damage against consumers. More for the class action lawyers.
(Score: 4, Interesting) by meustrus on Thursday May 21 2020, @08:05PM (1 child)
You say that like "5G" wasn't designed to be ambiguous in the first place. Much like 4G before it, the meaning of it changes depending on what the big players want it to mean when it's time for their next ad campaign. The only reason AT&T is getting in trouble is because unlike 4G before it, the other networks actually do have a real 5G deployment.
If there isn't at least one reference or primary source, it's not +1 Informative. Maybe the underused +1 Interesting?
(Score: 0) by Anonymous Coward on Friday May 22 2020, @02:11AM
I recall them doing the same thing for 4G back in the day. With ATT firmware, the phone showed 4G, with Cyanogen, the phone showed 3G.
(Score: 4, Insightful) by DannyB on Thursday May 21 2020, @08:10PM (4 children)
But that wouldn't be "pro-business".
Hint: what is pro-consumer IS pro-business.
Doing honest business providing the best possible service or product is a time honored way of boosting business.
To transfer files: right-click on file, pick Copy. Unplug mouse, plug mouse into other computer. Right-click, paste.
(Score: 0) by Anonymous Coward on Thursday May 21 2020, @08:31PM
We are talking about AT&T aren't we?
(Score: 0) by Anonymous Coward on Thursday May 21 2020, @08:37PM (2 children)
And undercutting honest business by claiming to provide the same service for less money is also a time-honored way of boosting business. So what exactly are you arguing for?
(Score: 4, Insightful) by DannyB on Thursday May 21 2020, @09:51PM (1 child)
I would want enforcement of truth in advertising laws. And any other regulations necessary to stop corporate bad behavior. It's just that any kind of regulation seems to get push back from a certain party.
Regulations wouldn't be needed of corporations could behave themselves.
Is that more clear?
To transfer files: right-click on file, pick Copy. Unplug mouse, plug mouse into other computer. Right-click, paste.
(Score: 4, Insightful) by bzipitidoo on Thursday May 21 2020, @11:47PM
In fact, many businesses want good rules, and want those good rules enforced, for the same reason that sports teams want rules and enforcement. If the rules can be ignored, then the game, whatever it is, degenerates into anarchy. Some would have us believe the fans could force them to stay honest, through the power of the market, by, for instance, boycotting all the games with the cheaters.
Without structure and laws, it's a race to the bottom. If a rival gets away with cheating, that puts more pressure on an honest business. If nothing is done about the cheating, the honestly run business may eventually face the stark choice of cheat, or die.
Rules aren't perfect, of course, and efforts to corrupt them are an ongoing problem. Any business can try to bribe lawmakers into passing legislation that is highly favorable to them. Happens all too often.
(Score: 2) by All Your Lawn Are Belong To Us on Thursday May 21 2020, @09:07PM (1 child)
FTFY.
We have the laws [ftc.gov]. We don't enforce them.
Who the hell is NARB? What's the FTC have to say?
This sig for rent.
(Score: 4, Informative) by Arik on Thursday May 21 2020, @11:42PM
If laughter is the best medicine, who are the best doctors?