The National Advertising Oversight Agency requests Comcast to stop using the name 'Xfinity 10G Network' even though it is not '10G' because it is a false label.

Comcast calls the brand name of its fixed internet line 'Xfinity 10G Network,' but the National Advertising Authority (NAD) has decided that it is not actually 10G or anything, and is either canceling its use or We asked them to demonstrate that they are making efforts. Comcast is poised to fight back.

NAD Recommends Comcast Discontinue or Modify “10G” Claims

Comcast resists call to stop its misleading “10G Network” claims | Ars Technica

Comcast changed the name of its fixed internet line service to 'Xfinity 10G Network' in February 2023. According to Comcast, 10G is complementary to 5G.

However, rivals T-Mobile and Verizon challenged the '10G' claim, and NAD concluded that '10G' was an explicit claim meaning '10Gbps' or '10th generation.' I did.

NAD determined that by referring to the entire network as '10G,' Comcast is sending the message that 'all Comcast users can receive up to 10Gbps service.' On the other hand, among Xfinity's multiple plans, only the Gigabit Pro plan can use 10Gbps, and Comcast insists on '10G' because it requires installing optical fiber to receive this service. ``10G,'' ``Xfinity 10G,'' and ``Xfinity 10G Network'' were recommended to be discontinued, as they did not provide a rational basis for this.

Also, if you continue to make the claim, either make it clear that you are working on improvements with ambition to achieve 10G, or use '10G' in a way that is not false. I made it a condition.

In addition, Comcast stated, ``We disagree with the decision, including NAD's assertion that the Xfinity 10G Network brand name constitutes an 'explicit claim,'' and will appeal to the National Advertising Review Board (NARB), a superior organization to NAD. I am showing that I am prepared to do so.

Comcast Appeals NAD '10G' Recommendation

By the way, the name '10G' was also used by the cable industry group National Cable Television Association (NCTA) in 2019, and the news site Ars Technica at the time said, 'The cable industry was jealous of the expression '5G.' 'He used a confusing name.'

Envious of 5G hype, cable cos. unveil potentially confusing “10G” trademark | Ars Technica
https://arstechnica.com/information-technology/2019/01/envious-of-5g-hype-cable-cos-unveil-potentially-confusing-10g-trademark/