To date, European telcos have largely failed to sell 5G to consumers, in contrast to some of their counterparts in East Asia. If not, telcos won’t realise the full efficiency benefits presented by 5G and will struggle to justify their investment in new spectrum licenses, new cell sites and 5G core infrastructure. Although 5G is widely-regarded as a potentially transformative technology for businesses, it will also need to be embraced by consumers. Such negative sentiments pose a thorny challenge for the telecoms industry, as it looks to use 5G to expand into new markets. In fact, many Europeans could be described as “anti-5G” - either because they are opposed to new cellphone masts or they are worried about the health impact of more electromagnetic radiation. In Europe, 5G mobile services have yet to capture the imagination of consumers.