AT&T Might Finally Ditch '5GE' Marketing Following National Advertising Board Recommendation [Updated]

Following a challenge from T-Mobile, the National Advertising Review Board today announced that it has recommended that AT&T discontinue its "5G Evolution" or "5GE" marketing claims, noting that they may be misleading to consumers.

5ge iphone label
"5G Evolution" is the branding that AT&T has been using in areas where the latest 4G LTE technologies like three-way carrier aggregation, 4x4 MIMO, and 256-QAM are available. Since the release of iOS 12.2, AT&T has been displaying a "5GE" label in place of "LTE" on iPhones that connect to its network in areas where those technologies are available.

In a statement shared with MacRumors, AT&T said that it "respectfully disagrees" with the decision, but will comply as a "supporter of the self-regulatory process." AT&T added that it is not currently using "5G Evolution" branding in its advertising, but it did not confirm whether it will stop using the "5GE" label on smartphones.

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.

AT&T has since launched its actual 5G network in select cities in the United States. The first 5G-enabled iPhones are expected to launch later this year.

Update 1:29 p.m.: AT&T has told LightReading that it does not plan to remove the 5GE icon from phones because it is not considered advertising and thus falls outside of the NARB's recommendation.

But AT&T said the NARB's recommendation only applies to its advertising and therefore will not affect the one element that really matters: Its service icon.

Top Rated Comments

User 6502 Avatar
26 months ago
They should be fined for misleading advertisement.
Score: 46 Votes (Like | Disagree)
hancox Avatar
26 months ago
They just don't want their towers burned down by morons. "Look, it's not 5G anymore!!"
Score: 27 Votes (Like | Disagree)
NinjaHERO Avatar
26 months ago
I'm happy to see the "fake" 5G label going away. We had the same issue when 3.5G (sorry, don't know if that's the correct term) was being labeled as 4G.
Score: 26 Votes (Like | Disagree)
Mo398 Avatar
26 months ago
Finally, I'm so tired of explaining to friends and family that they don't have 5G - its so infuriating when they keep arguing "well my phone says 5G, so are you calling me a lier"
Score: 25 Votes (Like | Disagree)
tribeaumes Avatar
26 months ago
Good. AT&T’s argument was stupid AF. If it’s not 5G don’t say it is.
Score: 23 Votes (Like | Disagree)
BootsWalking Avatar
26 months ago
AT&T is like that kid in middle school who wouldn't put on deodorant. Everyone in gym class told him he stunk but he couldn't smell it himself and so didn't believe it.
Score: 21 Votes (Like | Disagree)

Popular Stories

apple ar headset concept 1

Apple's Headset Said to Feature 14 Cameras Enabling Lifelike Avatars, Jony Ive Has Remained Involved With Design

Friday May 20, 2022 6:50 am PDT by
Earlier this week, The Information's Wayne Ma outlined struggles that Apple has faced during the development of its long-rumored AR/VR headset. Now, in a follow-up report, he has shared several additional details about the wearable device. Apple headset render created by Ian Zelbo based on The Information reporting For starters, one of the headset's marquee features is said to be lifelike...
iPhone 14 Purple Lineup Feature

Will the iPhone 14 Be a Disappointment?

Saturday May 21, 2022 9:00 am PDT by
With around four months to go before Apple is expected to unveil the iPhone 14 lineup, the overwhelming majority of rumors related to the new devices so far have focused on the iPhone 14 Pro, rather than the standard iPhone 14 – leading to questions about how different the iPhone 14 will actually be from its predecessor, the iPhone 13. The iPhone 14 Pro and iPhone 14 Pro Max are expected...
sony headphones 1

Sony's New WH-1000XM5 Headphones vs. Apple's AirPods Max

Friday May 20, 2022 12:18 pm PDT by
Sony this week came out with an updated version of its popular over-ear noise canceling headphones, so we picked up a pair to compare them to the AirPods Max to see which headphones are better and whether it's worth buying the $400 WH-1000XM5 from Sony over Apple's $549 AirPods Max. Subscribe to the MacRumors YouTube channel for more videos. First of all, the AirPods Max win out when it comes ...
studio display 3

Apple's Rumored 27-Inch Mini-LED Display Now Said to Launch in October

Friday May 20, 2022 8:07 am PDT by
Apple now plans to release a new 27-inch display with mini-LED backlighting in October due to the Shanghai lockdown, which has resulted in production of the display being delayed, according to display industry consultant Ross Young. In a tweet, Young said Apple is in the process of moving production of the display from Quanta Computer to a different supplier and/or location, resulting in a...
HomePodandMini feature green

Kuo: Apple to Release New HomePod in Late 2022 or Early 2023

Friday May 20, 2022 8:55 am PDT by
Apple is working on an updated version of the HomePod that could come in the fourth quarter of 2022 or the first quarter of 2023, according to Apple analyst Ming-Chi Kuo. Kuo says that there "may not be much innovation in hardware design" for the new HomePod, and there is no word on what size the device will be and if it will be a HomePod mini successor or a larger speaker. Apple would ...
airtag purple

Best Apple Deals of the Week: Save on AirTag, AirPods 3, and iPads

Friday May 20, 2022 8:01 am PDT by
Solid markdowns on the AirTag, AirPods 3, and a few iPad models were introduced this week, and below you'll find all of the best deals of the past few days that are still available to purchase. AirTag Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running. What's the...