Comcast will stop using “10G” to describe its network following the latest recommendation from the National Advertising Review Board.
Comcast said it “strongly disagrees with NARB’s analysis and approach,” but will modify its advertising to comply with the decision, according to a release from the BBB National Programs.
This comes after Comcast rebranded its internet network as “Xfinity 10G Network” last February. The rebrand was later challenged by Verizon and T-Mobile. In October, Comcast appealed to the National Advertising Division, which runs the NARB, to reconsider the request that the cable company stop using 10G as a descriptor in a “false or misleading” way.
NAD said that because only one of Xfinity’s plans — the Gigabit Pro plan — could reach 10 Gbps, using the brand to refer to its entire network would be inaccurate.
In this latest decision, NARB concluded that “10G expressly communicates at a minimum that users of the Xfinity network will experience significantly faster speeds than are available on 5G networks.” The board cited lack of evidence comparing Xfinity network speeds with other 5G networks.
“[I]n the absence of actual Xfinity Gigabit Pro service tier market usage data showing consumer usage, the recent availability of 10G speeds through that service tier does not support the superior speed claim (or a 10 Gbps claim) for the Xfinity network as a whole,” the BBB’s release.