AT&T has announced it will discontinue the use of its controversial “5G-E” branding after accusations that the label was misleading to consumers.
One morning, some AT&T subscribers noticed a “5G-E” icon in their status bar. Many assumed this meant they had received a free upgrade to the next-generation mobile network, but the reality was different.
The “5G-E” indicator was applied to an enhanced LTE network rather than a true standalone 5G service. AT&T defended the naming by saying the “E” stood for “Evolution,” and that these LTE improvements are an important stepping stone toward full 5G deployment.
Competitors quickly seized on the branding decision. T-Mobile, among others, publicly mocked the label, highlighting how the term could create confusion about what customers were actually receiving.
Beyond industry ridicule, the labeling prompted more serious responses over consumer protection concerns. Critics argued that the “5G-E” badge could mislead people into believing they already had 5G and therefore see no reason to consider other devices or plans.
Sprint filed a lawsuit against AT&T and reported a commissioned survey indicating that 54 percent of consumers believed 5G-E was equivalent to or superior to 5G. The survey also suggested that 43 percent of respondents thought buying an AT&T device labeled 5G-E meant the device would be 5G compatible.
The National Advertising Review Board (NARB) reviewed the matter and recommended that AT&T cease using the 5G-E branding. AT&T appealed the finding that the “5G-E” badge and the slogan “5G Evolution, the First Step to 5G” were misleading, but the appeal was denied.
In a statement responding to NARB’s decision, AT&T said:
“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.”
Following the ruling, AT&T confirmed it would stop using “5G-Evolution” in its advertising. The company has not yet stated whether the “5G-E” icon will be removed from customer devices.
Interested in hearing industry leaders discuss topics like this? Consider attending related industry events that bring together experts in 5G, IoT, blockchain, AI and cloud security to explore technology trends, regulation, and consumer impacts.