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Comcast to appeal decision by ad board on “10G” claims

Acting on a complaint by Verizon and T-Mobile, the National Advertising Division said Comcast's "10G Network" brand should be changed.

Acting on a complaint by Verizon and T-Mobile, the National Advertising Division said Comcast's "10G Network" brand should be changed.

A Comcast gateway used to provide Internet service under the Xfinity brand. (Courtesy image)
A Comcast gateway used to provide Internet service under the Xfinity brand. (Courtesy image)

Comcast says it will appeal a decision by the National Advertising Division (NAD) that found its “10G Network” branding for its broadband Internet misleads consumers into thinking they are getting faster speeds or a next-generation wireless data network.

This week, NAD said it wants Comcast to remove or significantly modify its 10G Network branding, which it said has the potential to make subscribers think they are either getting access to a tenth-generation wireless network or 10 Gigabit-per-second (Gbps) connection speeds.

“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,” the agency, a division of the Better Business Bureau, said in a statement.

The decision followed a complaint brought to NAD by T-Mobile and Verizon, which are each building out their own fixed wireless  Internet products that rely on their 4G LTE and 5G networks and which compete against Comcast’s Xfinity broadband Internet service.

On Friday, officials at Comcast said they intend to appeal the decision because it disagrees with it, “including NAD’s determination that the Xfinity 10G Network brand name constitutes an express claim.”

Appeals are brought before the National Advertising Review Board, which is also a division of the Better Business Board.

While NAD sided against Comcast on the 10G claim, it did find in Comcast’s favor with respect to its claim that Xfinity Internet offers “next generation” promotion of its Internet service after determining Comcast had made significant improvements to the service by upgrading their network reliability, lowering connection latency and offering other features.

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About the Author:

Matthew Keys

Matthew Keys is a nationally-recognized, award-winning journalist who has covered the business of media, technology, radio and television for more than 11 years. He is the publisher of The Desk and contributes to Know Techie, Digital Content Next and StreamTV Insider. He previously worked for Thomson Reuters, the Walt Disney Company, McNaughton Newspapers and Tribune Broadcasting.
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