Comcast agrees to scrap 10G branding after advertising watchdogs say it’s misleading

A National Advertising Review Board (NARB) panel found that Comcast is discontinuing its “Xfinity 10G network” branding to describe its Internet service because the term could mislead consumers into thinking that Comcast’s cellular and broadband The services will provide much faster speeds than the current generation. network. Comcast rivals T-Mobile and Verizon was challenged branding with the National Advertising Division (NAD), an advertising industry watchdog that recommended Comcast get rid of it in October 2023. Comcast’s confusing branding is at the heart of this challenge: “5G” refers to mobile Internet, while “10G” refers to 10-gigabit broadband speeds typically delivered to homes via physical infrastructure. .

N.A.R.B. on Wednesday Said It agreed with NAD’s decision and recommended that Comcast “stop using the term 10G in the product service name ‘Xfinity 10G Network’ and when using 10G descriptively to describe the Xfinity Network.” NARB found that the branding may mislead consumers into thinking that “10G” offers significantly faster speeds than the current generation 5G networks.

NARB also decided that using “10G” to refer to home broadband, as Comcast did, was misleading because consumers would assume they would get 10-gigabit Internet speeds on each Xfinity connection. In reality, like Ars Technica toldGetting those speeds requires getting Xfinity’s fiber-to-the-home connection, which typically costs hundreds of dollars more in monthly fees, installation, and activation than Xfinity’s regular cable broadband plan.

one in statement Following the information Comcast provided to NARB, the company agreed to stop using misleading branding in its marketing. “Although Comcast strongly disagrees…

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