The Advertising Standards Authority (ASA) has enforced the removal of two broadband advertisements that inaccurately implied the existence of 6G technology, asserting that the portrayal is deceptive. The Lancashire-based broadband provider, 6G Internet, has been directed to discontinue the use of its adverts in their current configuration.
The ASA contended that the nomenclature “6G Internet,” as presented in the advertisements, possesses the potential to lead consumers astray and is “likely to mislead in the context of its presentation.”
6G Internet Ltd, however, contested the ASA’s verdict while affirming its commitment to adhering to the decision. The ASA initiated an inquiry after receiving a complaint that contested whether the company’s name conveyed a false impression that a sixth-generation mobile network was already in existence and accessible to consumers. As of now, the most advanced mobile network is the fifth-generation (5G) network.
The complaint was triggered by concerns over both a printed leaflet and the content displayed on the company’s website on February 10.
6G Internet Ltd responded to the investigation by emphasizing its history of providing home broadband services under the brand name “6G Internet” since 2013. The company clarified that its internet services were rendered via networks operated by affiliated companies, boasting comprehensive fiber distribution and core networks. These services employed local access networks featuring fixed wireless technology.
Since 2019, the company reported that their local access network incorporated mast infrastructure situated on public footpaths. According to their response, the advertising explicitly communicated that the term “6G” pertains exclusively to home internet services and is unrelated to the distinct generations of mobile technology.
The ASA’s decision to reprimand the misleading presentation of 6G in the advertisements underscores the significance of transparent and accurate communication in the evolving landscape of technology marketing.
