UPDATE Comcast is nixing its “Xfinity 10G Network” branding after a National Advertising Review Board (NARB) panel found the term “misleading.” The Associated Press reported that Verizon and T-Mobile brought the matter to NARB, which found that the branding could erroneously lead consumers to think that “Comcast’s cellular and broadband services would offer much faster speeds than current-generation networks.”
In October 2023, the National Advertising Division (NAD) requested that Comcast discontinue its campaign. NAD labeled the branding “confusing,” stating: “‘5G’ refers to mobile internet, while ’10G’ refers to 10-gigabit broadband speeds typically delivered to homes through physical infrastructure.
NARD’s “ask” of Comcast is to discontinue using the “10G” wording, reports the Associated Press. Comcast agreed to cease, adding, “Although Comcast strongly disagrees with NARB’s analysis and approach, Comcast will discontinue use of the brand name ‘Xfinity 10G Network’ and will not use the term ‘10G’ in a manner that misleadingly describes the Xfinity network itself.”
The terminology might not disappear altogether, though. Comcast added that it still “reserves the right” to use both “10G” and “Xfinity 10G” in ways that do “not misleadingly describe the Xfinity network itself.”
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