6G internet adverts criticised for ‘misleadingly implying’ existence of 6G

6G Internet told the Advertising Standards Agency it provided broadband services under its name without complaints from customers or other authorities since 2013, and was not implying the existence of an actual 6G network.

A broadband provider has been slapped down by the advertising watchdog for misleadingly implying the existence of 6G.

6G Internet was the subject of a complaint about claims on its website and in a leaflet.

6Ginternet.com displayed the company logo and the promise of “full fibre speeds at affordable prices”, with an entire page dedicated to “the 6G Internet story”, detailing how its network operates.

The website also refers to “Wi-Fi 6 router benefits” up to “40% faster than Wi-Fi 5”.

Similar claims were made in the leaflet, which advertised a “better than half price sale” and a free router offer.

The complainant suggested the company’s very name implied the existence of a sixth-generation mobile network, when the newest available standard remains 5G.

Regardless, 6G Internet told the Advertising Standards Agency (ASA) it had provided broadband services under its name without complaints from customers or other authorities since 2013.

The company said as it was clearly marketed as a home internet provider, offering “Wi-Fi 6 router benefits”, any consumers would understand it was not offering improved mobile data speeds.

Somewhat confusingly, Wi-Fi generations use a similar naming convention to mobile network speeds – and are at a similar point in their numbered lineage. Sky News