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.
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The ASA said it understood the difference in what 6G Internet offered and actual 6G data speeds, but warned consumers would likely conflate them.
It also said as a number of routers now back up their broadband capability with 4G or 5G connectivity, mobile and home internet technology could not be entirely separated anyway.
6G Internet was also criticised for references to its “innovative network” that uses “fibre optic cables and wireless technology” rather than the “old-fashioned copper wiring” and “out-of-date” equipment most providers use.
The ASA said it would make customers think the firm offered a “more advanced” solution that operated differently.
“We concluded that the name ‘6G Internet’ was likely to mislead in the context of its presentation in the ads,” it said.
6G Internet was ordered not to run the ads again in such a form, and not to imply a sixth-generation mobile network actually existed and could be used by consumers.
Sky News has contacted 6G Internet for comment.