UK-based 6G Internet provider has been reprimanded by the Advertising Standards Authority (ASA) over allegations of potentially misleading consumers by inconsistent advertising positioning of its fixed line services, which are provided using ‘full fiber to the home’ technology. “.
The regulator noted that despite the fact that the company’s advertising refers exclusively to “a broadband channel at the speed of a full-fledged optical fiber,” consumers may perceive this as an offer to use the “non-existent mobile communication technology of the future.” The ASA also highlighted the fact that there are hybrid broadband routers on the market with 4G or 5G broadband connections, and these routers are blurring the lines between mobile technology and home broadband.
6G Internet Limited, in turn, noted that the company was registered in 2013 under that name. At the same time, its services are provided using networks with full distribution through optical fiber, core networks and fixed wireless technology.
The company explained that the choice of the name “6G” was supposed to hint at the use of innovative technologies for connecting to the home Internet network and has nothing to do with the mobile communication technology of the future.
The ASA publication also provides an overview of the current state of wireless technology in the UK. Against the background of the development of 5G technology, the main goal is the development of the 5G Autonomous (SA) architecture, which should improve broadband speed performance and increase its reliability. As for 6G, the entry into the UK market of this technology should be expected around 2030.