![]() Comcast sort of admits that on its website, acknowledging that what it calls "the Xfinity 10G Network is different from 10Gbps." 10G, according to Comcast, is "a holistic combination of its reliability, security, power, resilience and speed." The NCTA explicitly acknowledged that in its 2019 announcement, saying that 10G is all about delivering 10Gbps speeds over cable.īut if you want 10Gbps wired broadband today-especially if you want it for both uploads and downloads-you need fiber, not cable. ![]() ![]() While 5G refers to the fifth generation of cellular services, the cable industry's 10G term referred to the long-term goal of providing 10Gbps broadband speeds over cable wires through upgrades to DOCSIS, the Data Over Cable Service Interface Specification. We wrote at the time that 10G marketing was likely to confuse consumers and that it indicated cable companies were envious of the 5G hype generated by the wireless industry. AdvertisementĬomcast isn't alone in its use of the 10G term, which was unveiled in January 2019 by cable industry trade group NCTA-The Internet & Television Association. No action is required on your part to join the Xfinity 10G Network." It also claims that 10G is "complementary" to the 5G mobile network. "In February 2023, Comcast rebranded its fixed Internet network as 'Xfinity 10G Network' to signify technological upgrades to its network that are continuing to be implemented," the NAD said.Ĭomcast's website claims that the "Xfinity 10G Network is already here! You'll see continual increases in network speed and reliability. If Comcast loses the appeal and agrees to change its practices, it would affect more than just a few ads because Comcast now calls its entire broadband network "10G." In its decision announced Thursday, the NAD recommended that Comcast "discontinue its '10G' claims" or "modify its advertising to (a) make clear that it is implementing improvements that will enable it to achieve '10G' and that it is aspirational or (b) use '10G' in a manner that is not false or misleading, consistent with this decision."Ĭomcast plans to appeal the decision, so it won't make any changes to marketing immediately. The National Advertising Division (NAD), part of the advertising industry's self-regulatory system run by BBB National Programs, ruled against Comcast after a challenge lodged by T-Mobile. Getty Images | SOPA Images reader comments 146 withĪn advertising industry group urged Comcast to stop its "10G" ads or modify them to state that 10G is an "aspirational" technology rather than something the company actually provides on its cable network today.
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