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A National Advertising Review Board panel on Wednesday called for a halt to AT&T's use of the "5G Evolution" label. The designation applies to AT&T's upgraded 4G LTE network, which the company's rivals slammed as "fake 5G."
AT&T started using the 5G E designation in 2018, reasoning that it serves as a foundation for true 5G next-generation cellular technology. However, 5G E doesn't mean your 4G phone can actually connect to a 5G network, and Sprint (which has since merged with T-Mobile) sued AT&T over its use of the "deceptive" 5G E branding in early 2019.
The NARB panel agreed that the terms "5G Evolution" and "The First Step to 5G" were misleading and that consumers could believe they're getting 5G coverage.
The carrier sees things differently.
"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," company spokesperson Jim Kimberly said in an emailed statement.
"As a supporter of the self-regulatory process, however, AT&T will comply with the NARB's decision."
T-Mobile didn't immediately respond to a request for comment.
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