Comcast to discontinue misleading ‘Xfinity 10G Network’ name

Comcast, a cable TV company in the US, has agreed to discontinue its “Xfinity 10G Network” brand name after an appeal ruling from NARB (National Advertising Review Board) found the term to be misleading. The challenges were brought forth by Verizon and T-Mobile, who contested Comcast’s use of the term “10G.”

The National Advertising Division (NAD) ruled against Comcast in October 2023. Notably, the term “10G” doesn’t denote a technology’s 10th generation but refers to the potential of 10Gbps connection speed of the Comcast “Gigabit Pro” fiber.

NARB panel concluded that the term implies significantly faster speeds than 5G, which is misleading

While Comcast will no longer use the “Xfinity 10G Network” brand, the company disagrees with the decision, arguing that it makes 10Gbps speeds available to 98% of subscribers upon request. However, these high speeds require a specific fiber-to-the-home connection and are not part of standard cable service plans. The “Gigabit Pro” fiber connection providing 10Gbps speeds comes at a high cost, including a monthly fee of nearly $300, an installation charge of $500, and an activation charge of an additional $500.

The NARB stated that the recent availability of “10G” speeds through the Gigabit Pro service tier doesn’t support the claim for the Xfinity network as a whole. The absence of data on how many Comcast customers use this service contributed to the ruling. NARB considered the term “10G” as misleading due to the implied comparison with 5G wireless networks. The NARB panel concluded that the term implies significantly faster speeds than 5G, a claim not supported by data comparing speeds experienced by Xfinity network users with those on 5G networks.

Comcast will still use “10G” in advertising, but not in places where people may compare it to 5G

Despite the decision, when contacted by Ars Technica, Comcast informs that it will continue using “10G” in advertising but in a manner consistent with the panel’s recommendation. The ruling emphasizes the importance for cable broadband users to scrutinize advertised terms like “10G” and verify the actual speeds offered in their service plans.