T-Mobile blocked from advertising ‘most reliable’ 5G

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T-Mobile will no longer be able to advertise its 5G network as the “most reliable” in the US, according to a new decision by the Better Business Bureau’s National Advertising Division (NAD).

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In a new press release, NAD recommended that the company shut down all claims that it has the most reliable 5G network based on third-party testing from Accenture-owned consulting firm Umlot. However, T-Mobile has already said that it will appeal the NAD’s decision in the matter.

NAD only became involved when AT&T challenged the express and implied claims made by T-Mobile, which first appeared in two television commercials and an Internet ad.


In a July press release, Neville Ray, president of technology at T-Mobile, praised the results of a nationwide study of more than 70,000 43m data samples among its 5G smartphone users conducted by Umlot, saying:

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“Umlaut’s report is the latest to prove that customers and businesses alike can rely on T-Mobile 5G to provide fast and reliable 5G connections in more locations than anyone else. While other networks hold Coming into the U.S., we will continue to add more 5G coverage and capacity to bring a transformative experience to customers across the country.”

5G and non-5G networks

Umluat’s scoring for 5G network reliability tested T-Mobile’s 5G network based on three metrics: 5G coverage reach, 5G connection share, and download speed.

While mobile carriers argued that many consumers toggle between 4G and 5G, and that umlaut’s testing methodology shows how many of them use 5G to complement 4G, the NAD determined that the 5G network’s claim has no merit. Cannot be used to support non-5G data. NAD also said that speed and coverage alone cannot be used to support the claim of reliability.

T-Mobile responded to NAD’s decision, saying it was disappointed and would appeal it. The mobile carrier also argued that it should be able to advertise Umlot’s independent rewards.

While T-Mobile can no longer claim it has the most reliable 5G network, the company took the top spot for 5G speed and availability in Routemetrics’ latest 5G scorecard.

Interested in upgrading to 5G? see our list Best 5G Smartphones and our roundup best cell phone plans

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