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Comcast has agreed to drop the brand name “Xfinity 10G Network” after a court ruled the term was misleading. The decision was made by the National Advertising Review Board (NARB) following challenges from industry rivals.
Verizon and T-Mobile both objected to Comcast’s advertising regarding the term “10G,” which the cable company has used since 2019 to refer to potential 10Gbps connections. These speeds are much faster than what Comcast’s standard cable network can currently offer.
The advertising industry’s National Advertising Department (NAD) regulator ruled against Comcast in October, but Comcast appealed to NARB. NARB announced this week that “Comcast will discontinue the use of the term 10G both in the name of the service itself (‘Xfinity 10G Network’) and when used to describe the Xfinity Network.” announced that it upheld its previous decision that ”
Comcast strongly disagrees with the ruling, but says it will “cease using the brand name ‘Xfinity 10G Network’ and will not use the term ’10G’ in a manner that misrepresents the Xfinity network itself.” Ta.
Comcast claimed it would make 10Gbps speeds available to 98% of its customers upon request. However, achieving these speeds requires installing a fiber connection, which costs $300 per month compared to standard cable. The regulator said the “recent availability of 10G speeds” for some customers “does not support claims of superior speeds (or claims of 10Gbps) across the Xfinity network.”
NARB also said the term “10G” is misleading when comparing cable networks to 5G wireless. “The record does not include data comparing the speeds experienced by users of the Xfinity network to the speeds experienced by subscribers of the 5G network, so this explicit claim is not supported,” the regulations state. authorities said.
In reality, regulators note that “10G” is more of an aspirational term for potential future network upgrades than a current service. Still, Comcast says it will no longer use “10G” in its branding, but reserves the right to use the term “in a manner that does not misrepresent the Xfinity network itself.”
For cable TV customers checking internet speed claims, it’s important to ignore the “10G” hype in your provider’s marketing and consider the speed you’re actually purchasing. There is often a huge gap between cable brands and reality.
(Photo by Nick Wright on Unsplash)
See also: AT&T displays brand logo on calls from authenticated numbers
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