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Consumer Daily Reports

Consumer News: AT&T to change its controversial ‘5GE’ marketing strategy

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Photo (c) Andrei Stanescu - Getty Images
AT&T will stop labeling its LTE network as “5G Evolution” in response to a recommendation from the National Advertising Review Board (NARB), a board run by the Better Business Bureau. 

The carrier had previously said its “5GE” label was intended to show consumers that it was on the road to 5G, saying in a slogan that it signified “5G Evolution, the First Step to 5G.” The NARB has found that the addition of the word “Evolution” wasn’t transparent. Consumers might believe that AT&T's network had evolved into an early stage of 5G, the Board said. 

AT&T says it “respectfully disagrees” with the Board’s decision but will comply with the recommendation to change the slogan. 

“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,” the company said in a statement. “As a supporter of the self-regulatory process, however, AT&T will comply with the NARB’s decision.” 

The company didn’t say whether the 5GE icon will still appear on consumers’ devices. 

AT&T’s 5GE slogan has drawn a significant amount of criticism from carriers and consumers alike, with many saying the marketing term is misleading. The carrier said the “E” stands for evolution, meaning that it's moving toward the speed of 5G but not there yet. 

However, critics have argued that the term is misleading and could make consumers believe their phone is capable of connecting to 5G networks even though it’s still using 4G connections.



Posted: 2020-05-21 11:37:40

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Consumer News: AT&T to change its controversial ‘5GE’ marketing strategy | Consumer Daily Reports | RobinsPost News Network - Newscast

AT&T to change its controversial ‘5GE’ marketing strategy

Thu, 21 May 2020 04:40:00 GMT

AT&T; will stop labeling its LTE network as “5G Evolution” in response to a recommendation from the National Advertising Review Board (NARB), a board run b ...

How 5G will transform the digital world: Insights from AT&T

Sun, 22 Mar 2020 02:51:00 GMT

as shown by the brand’s tests of this technology in urban hubs like Atlanta, Dallas and Oklahoma City. More controversial has been its decision to unveil 5GE (or “Evolution”) networks in 100 markets ...

How 5G will transform the digital world: Insights from AT&T

Tue, 19 Feb 2019 09:32:00 GMT

as shown by the brand’s tests of this technology in urban hubs like Atlanta, Dallas and Oklahoma City. More controversial has been its decision to unveil 5GE (or “Evolution”) networks in 100 markets ...



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