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Comcast agrees to kill 10G branding after advertising watchdogs said it was misleading

Advertising watchdogs found that Comcast's "10G" branding could mislead consumers into thinking its internet was much faster than it actually is.

On Wednesday, the NARB said that it agreed with the NAD’s decision and recommended that Comcast “discontinue use of the term 10G in the product service name ‘Xfinity 10G Network’ and when 10G is used descriptively to describe the Xfinity network.” The NARB found that the branding could mislead consumers into thinking that “10G” offered significantly faster speeds than current-generation 5G networks The NARB also decided that using “10G” 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 pointed out, getting those speeds requires getting Xfinity’s fiber-to-the-home connection, which typically costs hundreds of dollars more in monthly fees, installation, and activation over Xifnity’s regular cable broadband plans.

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