Comcast to stop calling entire network “10G,” as name is ruled misleading

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Comcast has reluctantly agreed to discontinue its “Xfinity 10G Network” brand name after losing an appeal of a ruling that found the marketing term was misleading. It will keep using the term 10G in other ways, however.

Verizon and T-Mobile both challenged Comcast’s advertising of 10G, a term used by cable companies since it was unveiled in January 2019 by industry lobby group NCTA-The Internet & Television Association. We wrote in 2019 that the cable industry’s 10G marketing was likely to confuse consumers and seemed to be a way of countering 5G hype generated by wireless companies.

10G doesn’t refer to the 10th generation of a technology. It is a reference to potential 10Gbps broadband connections, which would be much faster than the actual speeds on standard cable networks today.