{"id":21628,"date":"2020-03-25T07:41:53","date_gmt":"2020-03-25T07:41:53","guid":{"rendered":"https:\/\/www.ispreview.co.uk\/?p=21628"},"modified":"2020-03-25T07:47:27","modified_gmt":"2020-03-25T07:47:27","slug":"three-uk-advert-banned-for-misleading-real-5g-mobile-claim","status":"publish","type":"post","link":"https:\/\/www.ispreview.co.uk\/index.php\/2020\/03\/three-uk-advert-banned-for-misleading-real-5g-mobile-claim.html","title":{"rendered":"Three UK Advert Banned for Misleading “Real 5G” Mobile Claim"},"content":{"rendered":"

Complaints by BT<\/a> (EE<\/a>) and Vodafone<\/a> have today prompted the Advertising Standards Authority<\/a> (ASA) to ban two adverts for Three UK<\/a>’s new ultrafast 5G<\/a> based mobile (mobile broadband) network, which they found had “misleadingly<\/em>” claimed “If it’s not Three, it’s not real 5G<\/a><\/em>.”<\/p>\n

Regular readers of ISPreview.co.uk might recall that this issue first cropped up in August 2019 last year (here<\/a>), which followed the somewhat limited early launch of Three UK<\/a>’s new 5G<\/a> broadband network (initially they only launched a mobile broadband service and their smartphone one didn’t follow until early 2020).<\/p>\n

At the same time BT<\/a> (EE<\/a>), Vodafone<\/a>, an independent consultant in mobile telecommunications and 5 members of the public all complained about two related adverts – on Twitter and in the national press, which both pushed the line: “If it’s not Three, it’s not real 5G<\/em>.”<\/p>\n

In its defence, Three UK<\/a> argued that they were the only “real<\/em>” 5G network because they had significantly more spectrum frequency for it (140MHz) than their rivals (EE<\/a>, O2<\/a> and Vodafone<\/a> could only harness a smaller block of 40-50MHz in the 3.4GHz band), including 100MHz of which that sat in a single contiguous block (known as the sweet spot for 5G). But the ASA had other thoughts.<\/p>\n

ASA Ruling (REF: G19-1030062)<\/strong><\/p>\n

We considered that, at the time the ads were seen in August 2019, and at the time of writing in January 2020, the choice of mobile phones which could support 5G services was still very limited and that take up of 5G services was still at an early stage. We understood that, all other factors being equal, greater bandwidth would allow a provider to support greater traffic capacity.<\/p>\n

However, because take up was still so limited, differences in 5G capacity between networks were unlikely to result in material differences in the experiences of end users at the time the ad appeared. Given that, we considered Three’s 5G service was not, at that time, likely to be so significantly better than other 5G services as to render them not “real” 5G, or such that there was little value in obtaining those services.<\/p>\n

We therefore concluded that the claim “If it’s not Three, it’s not real 5G” was likely to mislead.<\/p><\/blockquote>\n

As usual the ASA banned the adverts and told Three UK to “ensure future ads did not mislead by, for example, using wording which suggested that the service offered by competitors did not provide the significantly faster speeds that 5G was expected to provide<\/em>.” A quick look at the operator’s 5G website shows that they’re still making the same claim today and in big bold print.<\/p>\n

Now if you want to get really picky about this then we have the ITU\u2019s “minimum requirements<\/em>” for a 5G network under their IMT-2020<\/strong> specification (here<\/a>), which in a dense urban mobile environment would require the network to deliver at least 100Mbps download, 50Mbps upload and 4ms (milliseconds) of latency.<\/p>\n

We can’t speak to the latency times yet (not enough data for a solid comparison), but we have seen EE, Vodafone and Three UK all delivering above this for 5G downloads and uploads within their initial patches of coverage (heck they’ve shown the same on 4G<\/a> too, albeit only in a few areas).<\/p>\n

In fairness though the ITU does also require that 5G must be able to harness 100MHz of “bandwidth<\/em>” (spectrum frequency), which at present is indeed something that only Three UK can do; at least until Ofcom<\/a>’s forthcoming spectrum auction (this was due imminently but may now be delayed by COVID-19).<\/p>\n

Generally we\u2019d agree with the ASA that it’s probably a bit too soon for any of the operators to be making such claims. Likewise having more spectrum doesn’t help much unless you can also deliver the same level of coverage as your rivals (Three UK are trailing behind) and can feed every cell with enough data capacity to get the most performance (we’ve yet to see this fully proven with enough independent testing, but EE seem to be doing a better job here).<\/p>\n","protected":false},"excerpt":{"rendered":"

Complaints by BT (EE) and Vodafone have today prompted the Advertising Standards Authority (ASA) to ban two adverts for Three UK’s new ultrafast 5G based mobile (mobile broadband) network, which they found had “misleadingly” claimed “If it’s not Three, it’s not real 5G.”<\/p>\n","protected":false},"author":1,"featured_media":21629,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[1],"tags":[406,99,60,63],"class_list":["post-21628","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uk_isp_news","tag-5g","tag-asa","tag-mobile-broadband","tag-three-uk"],"share_on_mastodon":{"url":"","error":""},"yoast_head":"\nThree UK Advert Banned for Misleading "Real 5G" Mobile Claim - ISPreview UK<\/title>\n<meta name=\"description\" content=\"Complaints by BT (EE) and Vodafone have today prompted the Advertising Standards Authority (ASA) to ban two adverts for Three UK's new ultrafast 5G based\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ispreview.co.uk\/index.php\/2020\/03\/three-uk-advert-banned-for-misleading-real-5g-mobile-claim.html\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Three UK Advert Banned for Misleading "Real 5G" Mobile Claim - 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