Enlarge / A still from an AT&T ad featuring Ben Stiller, who is shown placing a satellite call to golfer Jordan Spieth. (credit: AT&T)
AT&T Confronts Advertising Challenge Over Space Connectivity Claims
AT&T has received directives to cease its advertisements that assert it currently provides cellular coverage from outer space.
Aiming for Satellite Coverage with AST SpaceMobile
The telecommunications giant has plans to introduce Supplemental Coverage from Space (SCS), having entered into an agreement with AST SpaceMobile—an emerging competitor of Starlink—aiming to deliver smartphone services utilizing satellite-launch-even-though-jeff-bezos-has-his-own-rocket-company/” title=”Amazon taps SpaceX for satellite launch even though Jeff Bezos has his own rocket company”>satellites in low Earth orbit. However, it’s crucial to note that AST SpaceMobile’s initial group of five satellites is not expected to be deployed until September.
T-Mobile’s Opposition and Regulatory Rulings Against AT&T
T-Mobile expressed discontent regarding AT&T’s promotional messages suggesting that its satellite-to-cellular service was operational despite it not being available yet. Consequently, T-Mobile lodged a formal complaint through the self-regulatory framework overseen by BBB National Programs focused on advertising standards. Following this challenge, the BBB National Advertising Division (NAD) ruled against AT&T last month.
In response, AT&T sought further review by appealing to the National Advertising Review Board (NARB), which has now upheld the previous decision made by NAD against them.
This situation highlights evolving competition within the telecommunications sector regarding innovative technologies and promotional practices aimed at consumers seeking connectivity even beyond terrestrial limitations.
For more information, refer to related articles on ongoing developments in satellite communication services and consumer expectations in this fast-evolving landscape.
