diff --git a/src/ble/ble_service.c b/src/ble/ble_service.c
index b8195da..22499b8 100644
--- a/src/ble/ble_service.c
+++ b/src/ble/ble_service.c
@@ -358,11 +358,6 @@ static void conn_param_update_handler(struct k_work *work)
 /*==============================================================================
  * Advertising data
  *============================================================================*/
-static const struct bt_data ad[] =
-{
-    BT_DATA_BYTES(BT_DATA_FLAGS, (BT_LE_AD_GENERAL | BT_LE_AD_NO_BREDR)),
-    BT_DATA(BT_DATA_NAME_COMPLETE, SERIAL_NUMBER, sizeof(SERIAL_NUMBER) - 1),
-};
 
 static const struct bt_data sd[] =
 {
@@ -616,6 +611,12 @@ int ble_advertising_start(void)
     int err;
     const struct bt_data *scan_data = dfu_advertising_mode ? sd_dfu : sd;
     size_t scan_data_count = dfu_advertising_mode ? ARRAY_SIZE(sd_dfu) : ARRAY_SIZE(sd);
+    size_t serial_name_len = strnlen(SERIAL_NO, SERIAL_NO_LENGTH);
+    const struct bt_data ad[] =
+    {
+        BT_DATA_BYTES(BT_DATA_FLAGS, (BT_LE_AD_GENERAL | BT_LE_AD_NO_BREDR)),
+        BT_DATA(BT_DATA_NAME_COMPLETE, SERIAL_NO, serial_name_len),
+    };
 
     struct bt_le_adv_param adv_param = BT_LE_ADV_PARAM_INIT(
         BT_LE_ADV_OPT_CONN,
@@ -624,6 +625,13 @@ int ble_advertising_start(void)
         NULL                        /* undirected */
     );
 
+    err = bt_set_name(SERIAL_NO);
+    if (err)
+    {
+        DBG_ERR("[BLE] Name set failed (err %d)\r\n", err);
+        return err;
+    }
+
     err = bt_le_adv_start(&adv_param, ad, ARRAY_SIZE(ad), scan_data, scan_data_count);
     if (err)
     {