The drama over the advertising industry’s first 5G case continues over an issue that has repercussions in how the industry presents next-generation services to consumers. The National Advertising Division (NAD), an investigative unit managed by the Council of Better Business Bureaus, asked Verizon to stop claiming it has the country’s first 5G network. Verizon is appealing the decision and claims its commercials are not misleading, reports arstechnica.
The NAD announced its recommendation to the carrier last week, Inside Towers reported. AT&T lodged a complaint, prompting the investigation. AT&T claimed Verizon was misleading customers by renaming parts of its 4G network as “5GE.”
The NAD recommended Verizon change or stop the ads to avoid conveying the message it has a 5G mobile network now. Verizon plans to launch in April in certain markets.
Verizon won’t remove its “first to 5G” ads, and said its “first” claims refer to its “ultra wideband network.” NAD disagreed, reported arstechnica. In its response to the NAD, Verizon said it believes NAD “failed to properly evaluate the net impression of the challenged commercials.” The carrier also, “disagrees that reasonable consumers are likely to misunderstand its claims about its ‘5G Ultra-wideband network,’ which is unique from networks under development by other carriers.”
March 28, 2019
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