Header Ads

Breaking News

T-Mobile Told to Chill on Hyping Up 5G Claims From Sprint Merger



(Credit: T-Mobile)

T-Mobile has been told to rein in its advertising around 5G after an industry group determined the marketing hype risked misleading consumers. 

You may have already encountered the ads, which T-Mobile began showing after merging with Sprint back in April; they claim the tie-up will pave the way for the best 5G network in the country. Not surprisingly, rival Verizon disagrees and filed a complaint with the National Advertising Division (NAD).

This week, NAD sided with Verizon; it objected to how T-Mobile’s ads suggest the merger will benefit consumers immediately when in reality the company still needs time to build out the 5G network. “NAD noted that with respect to at least certain metrics, the benefits from the merger may not be imminent,” the group said in Thursday’s announcement

Verizon argued that it, not T-Mobile, has the best overall 5G network in the US. In PCMag’s Fastest Mobile Networks 2020 tests, we found that to be the case, though 5G in the US overall is slower than networks abroad.

“So far, T-Mobile’s absorption of Sprint hasn’t shown much advantage for consumers,” according to PCMag analyst Sascha Segan. “It’s to the contrary, really: In our results, it looks like the rush of Sprint users onto T-Mobile’s network has created some congestion that has caused T-Mobile to fall behind in comparative performance.”

According to NAD, it’s fine for T-Mobile to say the Sprint merger will eventualy help it build the best 5G network. However, NAD has formally recommended that T-Mobile stop using images and language that suggest 5G benefits will quickly follow after absorbing Sprint.  

The industry group specifically cites how the company’s television marketing shows neon beams blasting from one cell tower to another, and then soaring over cities. In the same ads, T-Mobile engineers are depicted on the job while customers are shown on their smartphones, seemingly already enjoying the 5G benefits. “You’ll get the best 5G network and the best prices,” it says.

According to NAD, T-Mobile plans on complying with the industry group’s recommendations. But in a statement, the carrier also emphasized to PCMag: “T-Mobile has and will continue to build the largest 5G network with the most 5G coverage—and NAD agreed that we can continue to share that with consumers.”

Source Link

No comments