AT&T Moves Away From 'Up To' Marketing

from the finally! dept

For years, one of our pet peeves was the use of “up to” in telco marketing — as in, “you get speeds up to 10 Mbps!” The “up to” lets providers basically make up whatever they want, as any speed below that number is still technically covered. However, in the last few years, some have started pushing back — even questioning whether the use of “up to” marketing was false advertising. That’s why it’s nice to see that AT&T, for one, appears to be moving away from the practice. Broadband Reports notes that AT&T’s new terms of service seems to show the range of speeds, rather than using “up to.” That seems a lot more accurate and reasonable.

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Comments on “AT&T Moves Away From 'Up To' Marketing”

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Anonymous Coward says:

Re: Re:

What would you consider to be not reasonable? A contract exactly the same as every other cell phone carrier? Roll over minutes? A SIM card so when you drop your phone in a puddle of water you can buy a $10 prepaid phone and slap your SIM card in it until your contract is up? What don’t you like?

Anonymous Coward says:

Monty Python covered this over thirty years ago

From Monty Python’s Brand New Papperbok:


…the Secret Welsh ART of SELF DEFENCE that requires NO INTELLIGENCE, STRENGTH or PHYSICAL courage


A twofer – Not only that, it covers the “Bush Doctrine” also:
It is an ANCIENT Welsh ART based on a BRILLIANTLY simple I- D-E-A, which is a SECRET. The best form of DEFENCE is ATTACK (Clausewitz) and the most VITAL element of ATTACK is SURPRISE (Oscar HAMMERstein). Therefore . . . the BEST way to protect yourself AGAINST any ASSAILANT is to ATTACK him before he attacks YOU . . . Or *BETTER* . . . BEFORE the THOUGHT of doing so has EVEN OCCURRED TO HIM!!!

Twinrova says:

Too little. Too late.

AT&T is dead to me, and hundreds of thousands like me. We’ve been treated poorly, had our pockets unnecessarily emptied, and received lackluster performance of the services they offered.

Anyone who deals with this company knows what I’m talking about, and those who are thinking of bedding with them should think twice, especially given their current 3G issues propped by the new Apple iPhone.

I remember a time AT&T meant something. Now, it’s useless.

You can thank the United States government for this.

Ubersurfer says:

Years ago, when I was active in broadcasting, the National Advertising Division of the Better Business Bureau had what they called an “up to” rule (perhaps they still have this).

Basically, it said that in an “up to” claim, the advertiser must also state the lower end of the range, as in “from 10 to 30 percent” or “from 5 to 10 Mbps.” In many cases, this “from-to” requirement made the advertisement stronger, saying that at minimum you will receive benefit x and at maximum, benefit y. What if AT&T said “you get speeds from 8 up to 10 Mpbs?” Wouldn’t you want a minimum of 8 Mbps?

Mind you, BBB rules are guidelines, not laws, and advertisers are under no legal responsibility to abide by them. Most “honest” advertisers do follow the BBB guidelines, though, as they know that the adverse publicity from not following the BBB can be detrimental to their public image and, as a result, their bottom line. (The BBB published an offenders list regularly.)

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