Comcast’s ‘10G’ Deemed Misleading, Still Holds Out to Network Name—Why?

One of the top broadband service providers in the country, Comcast, has been deemed to have a name in its service to be misleading, particularly as it uses the name "10G" as part of its marketing. However, there are still no 10G services available, and even for cellular networks which are still in 5G-with the manner refuted by Comcast and the company still holding out for the name.

At first, 10G would confuse the public about the next-generation cellular network, but for broadband, this has a different meaning as it talks about a future goal.

Comcast's 10G Name is Misleading, Claims Groups

The National Advertising Division (NAD), under the BBB National Programs, has released a statement that urges Comcast to change its Xfinity "10G" network name as it is claimed to be misleading. Among those advocates, the NAD called upon the company to change this name immediately.

NAD recommends Comcast to "Discontinue its "10G" claims or qualify them to (a) make clear that Comcast is implementing improvements that will enable it to achieve "10G" and that 10G is aspirational, or (b) use "10G" in a manner that is not false or misleading."

"Further, NAD determined that the evidence in the record was insufficient to support the broad, unqualified message that the "Xfinity 10G Network" is vastly superior to 5G," added the organization.

Comcast Still Holds Out to 10G, But Why?

Comcast still holds out to its Xfinity 10G Network name as it is the company's long-term goal, to be able to provide 10Gbps internet speeds to its customers.

Still, NAD argues that not all of Comcast's services are capable of delivering said speeds. "However, only one of Xfinity's many plans (Gigabit Pro) can reach 10 Gbps, and to access that service tier requires the installation of fiber to the premises."

Internet: Broadband, Satellite, Cellular

Comcast is among the top broadband providers in the country, and back in Fall 2022, the company first released its 2 Gbps internet service for those who still use the terrestrial, land-based connection. It is a significant improvement for broadband as it still faces massive challenges in providing higher gigabit speeds, with a significant goal in the years to come.

Massive improvements in connections were unveiled by various companies in recent times, with Starlink heading the satellite internet service for the world, and T-Mobile regarded as the fastest 5G cellular network in the country. However, these iconic companies with their renowned services are joining to soon provide satellite connections with its Direct-to-Cell service, along with other companies in different countries.

Broadband may seem to be slowing behind the likes of satellite internet and cellular as these do not have terrestrial connections needed, with the use of wireless signal receivers direct to devices. Still, the issue is with Comcast's marketing and name for its broadband, the Xfinity 10G, which wants to hold on to its name for its future goal of providing 10 Gbps speeds to its customers.