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Comcast is dropping its misleading Xfinity 10G network branding

A billboard advertising Comcast’s Xfinity 10G network.
Comcast can still use “10G” to describe products and services, so long as it’s being used accurately. | Image: Xfinity Creative

Comcast has agreed to abandon its “Xfinity 10G network” product branding after advertising watchdogs concluded that it could cause consumers to think they will all experience “significantly faster speeds than are available on 5G networks,” which isn’t true.

On Wednesday, the National Advertising Review Board (NARB) ruled that Comcast should discontinue the term “10G” both when describing the Xfinity network and within the name of its Xfinity 10G Network service itself. The decision stems from challenges raised by T-Mobile and AT&T that highlighted the confusing differences in the terminology being used by cellular networks, where the “G” in 5G stands for “generation,” and the 10G branding used by cable companies, which instead represents…

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