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
15 months ago
They should be fined for misleading advertisement.
Score: 45 Votes (Like | Disagree)
hancox Avatar
15 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
15 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
15 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
15 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
15 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)

Top Stories

AirPods Pro Beta Firmware

AirPods Pro Beta Firmware Now Available

Wednesday July 21, 2021 6:50 am PDT by
Upcoming AirPods Pro firmware updates are now available to Apple Developer Program members as beta versions. AirPods Pro firmware beta one features FaceTime Spatial Audio and Ambient Noise Reduction. Custom Transparency mode, including Conversation Boost, was initially expected to be included in the beta but appears to have been delayed for a later version. Apple made the announcement...
maxresdefault

Apple Music to Livestream Premiere of Kanye West's New Album 'Donda' on Thursday

Wednesday July 21, 2021 1:49 am PDT by
Apple Music on Thursday will host a global livestream for the premiere of Kanye West's tenth studio album, titled "Donda." The sold-out event will take place at the Mercedes-Benz Stadium in Atlanta, Georgia, and Apple Music's livestream will start at 8:00 p.m. Eastern Time. The livestream was revealed in a Beats Studio Buds ad that aired during the NBA Finals. The ad features U.S. track...
General Apps Messages

All Three Major U.S. Carriers and Google Adopt Rich Communication Services, But No Sign of Apple Interest

Tuesday July 20, 2021 1:15 pm PDT by
For the last several years, Google has been pushing a new communications protocol called Rich Communication Services, or RCS. RCS is designed to replace SMS, the current text message standard, and it offers support for higher resolution photos and videos, audio messages, bigger file sizes, better encryption, improved group chat, and more. Verizon today announced that it is planning to adopt...
ios wifi settings

Apple Confirms iOS 14.7 Fixes WiFi Bug and Many Other Vulnerabilities

Wednesday July 21, 2021 11:38 am PDT by
Following the release of iPadOS 14.7 this morning, Apple has shared details on the security updates that are included in iOS 14.7, iPadOS 14.7, macOS Big Sur 11.5, watchOS 7.6, and tvOS 14.7, all of which came out this week. Notably, Apple's documentation confirms that the iOS 14.7 and iPadOS 14.7 updates address a WiFi-related vulnerability that could impact iOS devices when joining a...
macOS Malware Feature

Common Windows Malware Can Now Infect Macs

Wednesday July 21, 2021 8:13 am PDT by
A common form of malware on Windows systems has been modified into a new strain called "XLoader" that can also target macOS (via Bleeping Computer). Derived from the Formbook info-stealer for Windows, XLoader is a form of cross-platform malware advertised as a botnet with no dependencies. It is used to steal login credentials, capture screenshots, log keystrokes, and execute malicious files. ...
macOS Big Sur Feature Orange

Apple Releases macOS Big Sur 11.5 With Podcast App Updates and Bug Fixes

Wednesday July 21, 2021 10:15 am PDT by
Apple today released macOS Big Sur 11.5, the fifth major update to the macOS Big Sur operating system that launched in November 2020. macOS Big Sur 11.5 comes two months after the release of macOS Big Sur 11.4. The new ‌‌‌‌‌macOS Big Sur‌‌‌‌ 11.5 update can be downloaded for free on all eligible Macs using the Software Update section of System Preferences. macOS Big Sur...
idos 2 app ios

Apple to Pull 'iDOS 2' DOS Emulator From App Store

Thursday July 22, 2021 3:22 pm PDT by
iDOS 2, an app designed to allow users to play classic DOS games, will soon be pulled from the App Store, the app's creator said today. According to iDOS developer Chaoji Li, he tried to submit an iDOS update with bug fixes to the App Store, but was told that the update was rejected because it violated the 2.5.2 App Store guideline that says apps cannot install or launch executable code.Durin...
airpods 3 gizmochina Feature

AirPods 3 Rumored to Launch Alongside iPhone 13 at Expected September Event

Friday July 23, 2021 12:54 am PDT by
The third-generation AirPods will likely launch at the same event revealing Apple's upcoming iPhone 13 lineup, according to a report from DigiTimes, which makes the claim citing sources familiar with the matter. The report as a whole echoes previous reporting that production of the third-generation AirPods will kickstart in August, meaning a launch shortly after can be easily expected. DigiTi...
iPad mini pro feature

Next-Generation iPad Mini Will Reportedly Feature a Mini-LED Display

Thursday July 22, 2021 9:03 am PDT by
Apple is widely rumored to be planning a new iPad mini with a significant redesign, including a larger 8.5-inch to 9-inch display with slimmer bezels, a Touch ID power button instead of a home button, a USB-C port instead of a Lightning connector, and more. According to a paywalled preview of a DigiTimes report today, the sixth-generation iPad mini will also feature a mini-LED display:BLU...
airpods 3 gizmochina Feature teal

AirPods 3 Mass Production Said to Kick Off in August

Tuesday July 20, 2021 8:40 pm PDT by
Mass production of the third-generation AirPods will kick off in August, according to a new report from Nikkei Asia. They will reportedly join a number of other products such as the iPhone 13 lineup and redesigned MacBook Pro models as launches coming before the end of the year. Renderings of rumored third-generation AirPods design Rumored launch dates for the third-generation AirPods have...