The National Advertising Division (NAD) of the National BBB Program recommends that T-Mobile US, Inc. discontinue some advertisements for the T-Mobile 5G network. T-Mobile will appeal NAD’s decision. Verizon Communications, Inc. participated in this statement, which appeared on television, radio, and online media.
National Advertising Division recommends that T-Mobile suspend the following statements:
“The kind of American network that is reliable”;
“Verizon’s latest plan is to steal bandwidth on its 4G”; and
What is being said is that 5G is compact with low DG technology that performs low-performance 5G and that T-Mobile’s low-bandwidth 5G offers a different and better experience on the Verizon 5G band.
In support of claims of its “most reliable US network,” T-Mobile relies on the results of an investigative complaint filed by umlaut. The umlaut report uses demographic data (about 250 KPIs and billions of data per day from devices in the US) collected from actual mobile customers through a variety of potential apps placed on the end user’s phone. NAD said the umlaut score for 5G network reliability tested the following three metrics: (1) 5G coverage capacity; (2) the ability to connect to 5G networks and complete commercial 5G networks; and (3) the ability to provide full DL speed to support popular services for 5G users.
NAD said the umlaut test measures two insulation metrics as well as a speed metric. While NAD believes that speed and coverage are important to consider when discussing 5G network reliability, speed and coverage alone cannot support the reliability statement.
NAD said there is no data to show that T-Mobile’s network is superior to the competitor’s network in allowing customers to stay connected to complete a single session or complete a task.
Therefore, NAD decided not to support the announcement of the “most reliable” 5G network and recommended that T-Mobile stop publishing the US “5G America” network. NAD said there was nothing in their decision that would prevent T-Mobile from getting the umlaut grade correctly based on coverage and speed, if true.
NAD also evaluated whether the “most trusted” advertisement on the 5G network contains information that T-Mobile has determined the “most reliable” 5G network in the United States through a test approved by T-Mobile. NAD said the umlaut itself developed a metric to test the performance of 5G networks, incorporated the metrics into its data collection, and T-Mobile paid for the ability to display the test results in its ads. Therefore, NAD concludes that there is no material connection between T-Mobile and the umlaut that requires display.
Also, regarding the statement “Verizon plans are stealing bandwidth on their 4G”, NAD is convinced that the Internet impact of this challenging medium is that T-Mobile offers a superior 5G experience because it provides customers 5G a simple and general network. 5G provided by the Digital Satellite System (DSS) is a low-cost service. Because the evidence does not support the information that Verizon used DSS to provide 5G customers instead of using a separate network to “steal,” NAD recommended termination of the express information.
NAD concludes that the inability to use the evidence provided by T-Mobile to support high definition claims means that T-Mobile’s 5G bandwidth is better than Verizon’s 5G bandwidth network. As a result, NAD recommended that T-Mobile discontinue claims that 5G bandwidth uses low-cost DSS technology and small 5G bandwidth services, as well as mini-band 5G networks from T-Mobile. It offers a different and better experience than the small Verizon 5G band.
In a statement, T-Mobile said it would “appeal NAD’s decision.” Additionally, the broadcaster referred to the umlaut decision that “T-Mobile’s 5G network is the most reliable 5G network in the United States” and said that “like other broadcasters in the same area, T- Mobile should be able to advertise this free award Because T-Mobile disagrees with NAD’s decision not to do so, it will appeal the decision of NAD National Advertising Review Board (NARB) of National Programs BBB, a media outlet reality and classification of National Programs BBB.
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About the National Media Department: The National Advertising Division (NAD) of the BBB national program provides self-management and dispute resolution services, guiding media accuracy in reviewing national media and all US NAD media. As well as its decision to establish consistent media standards truthfulness and precision, providing valuable protection to consumers and making the stadium a place for business.