{"id":1392,"date":"2024-04-05T06:43:45","date_gmt":"2024-04-05T06:43:45","guid":{"rendered":"https:\/\/aitesonics.com\/comcast-agrees-to-kill-10g-branding-after-advertising-watchdogs-said-it-was-misleading-185550194\/"},"modified":"2024-04-05T06:43:45","modified_gmt":"2024-04-05T06:43:45","slug":"comcast-agrees-to-kill-10g-branding-after-advertising-watchdogs-said-it-was-misleading-185550194","status":"publish","type":"post","link":"https:\/\/aitesonics.com\/comcast-agrees-to-kill-10g-branding-after-advertising-watchdogs-said-it-was-misleading-185550194\/","title":{"rendered":"Comcast agrees to kill 10G branding after advertising watchdogs said it was misleading"},"content":{"rendered":"
Comcast is discontinuing its its \u201cXfinity 10G Network\u201d branding to describe its internet service after a National Advertising Review Board (NARB) panel found that the term could mislead consumers into thinking that Comcast\u2019s cellular and broadband services would offer much faster speeds than current-generation networks. Comcast rivals T-Mobile and Verizon had challenged<\/a> the branding with the National Advertising Division (NAD), an ad industry watchdog, which had recommended that Comcast get rid of it in October 2023. Comcast\u2019s confusing branding is at the heart of this challenge: \u201c5G\u201d refers to mobile internet, while \u201c10G\u201d refers to 10-gigabit broadband speeds typically delivered to homes through physical infrastructure.<\/p>\n On Wednesday, the NARB said<\/a> that it agreed with the NAD\u2019s decision and recommended that Comcast \u201cdiscontinue use of the term 10G in the product service name \u2018Xfinity 10G Network\u2019 and when 10G is used descriptively to describe the Xfinity network.\u201d The NARB found that the branding could mislead consumers into thinking that \u201c10G\u201d offered significantly faster speeds than current-generation 5G networks<\/p>\n The NARB also decided that using \u201c10G\u201d to refer to home broadband, as Comcast did, was misleading because consumers would assume that they would get 10-gigabit internet speeds on every Xfinity connection. In reality, as Ars Technica<\/em> pointed out<\/a>, getting those speeds requires getting Xfinity\u2019s fiber-to-the-home connection, which typically costs hundreds of dollars more in monthly fees, installation, and activation over Xifnity\u2019s regular cable broadband plans.<\/p>\n