T-Mobile may need to drop misleading ‘5G’ from 5G home internet ads

Those who like to follow the latest news from both the wireless and advertising industries may have recently noticed an interesting overlap between the two largely separate worlds, as T-Mobile’s competitors seem to be Dealing with flowery promotional tactics “Un-carrier” More and more often.

But while Magenta has been heavily criticized in the National Advertising Division (NAD) of BBB National Programs several times over the past year or so as a result Complaints from traditional rivals Verizon and AT&T The latest ruling in a suspected over-service case specifically points to a new competitor.
We’re talking about cable giant Charter Communications, which it controls T-Mo’s 5G home internet strongly suggests that this “relatively new service” is being taken more seriously by broadband veterans.

No more 5G ads?

Pretty much as always, NAD elects to side with the plaintiff on certain matters and the defendant with respect to certain other specific charges that appear to be made by charter.
By far T-Mobile’s biggest loss relates to the use of the “5G” code in connection with the company’s home internet service, which is misleading for a number of reasons.
Because not all customers can get a file 5G signal at all times in their homes, T-Mo may need to “tweak” the brand of the network to make it clear that 4G LTE connectivity is still (at least sometimes) a big part of the equation.
Of course, it is not entirely clear how this “modification” will be implemented, as the “Un-carrier” has vaguely promised to take the NAD recommendation “into account in future announcements”. It seems that the home Internet is already the primary name under it fast growing ( The “5G Home Internet” service is prominently marketed via various publicity materials, including towards the end of the big Super Bowl commercial embedded above.

It’s also important to note that the National Advertising Department can only make recommendations, and while T-Mo has explicitly agreed to review or discontinue the other allegations involved, it can always ignore this controversial part of the ruling or try to find clever ways to avoid it.

One thing that might fix the problem would be to keep the 5G label stating that your home internet service can be restricted or rolled back from 4G LTE “depending on the availability of the signal at your eligible address.” Then again, this is unlikely to be enough to prevent the likes of Charter from making further complaints in the future.

Quick talk has already been softened

At the end of the day, whether you’re connecting to 5G or 4G LTE (or both), customers are likely primarily concerned with their daily speeds…monthly costs.

In anticipation of the latest NAD verdict, T-Mobile has basically pleaded guilty to promoting “constant speeds over 100Mbps”, and has agreed to that claim and has already removed it from The main web page on the Internet, where “typical download speeds between 35-115Mbps” are now increased instead.

That’s still good for just $50 a month with no annual contracts or data caps, the latter being another major selling point that Charter has challenged…without success.

T-Mo was also cleared of all charges of wrongdoing in connection with “alleged implied allegations that cable internet service providers” require long-term contracts and “explosive billing”. Sure enough, it looks like someone has been dropping their fears on increased competition, which threatens to disrupt yet another industry. fast changing world US mobile network operators.

Finally, Magenta got itself into some trouble by detailing the deprioritization process on the aforementioned Home Internet. Preferring mobile customers during times of network congestion, the operator cannot actually promise to deliver the “best speeds” to your home.

None of this should stop you from becoming T-Mobile 5G network A home internet subscriber, of course, as long as you make sure you understand all the restrictions and conditions and decide what price is right for you (which it is).