ISP's Ads 'misleadingly Implied' Existence Of 6G, Says Watchdog

Despite "diagrams" and in-depth descriptions of exactly how its "full fibre directly to your home" fixed line product works, UK ISP 6G Internet is in hot water after an ads regulator ruled consumers may have thought it was "offering a non-existent future mobile technology."

In its own defence, 6G Internet Limited insisted it's already had the name for 10 years, having incorporated in England and Wales back in 2013 with the same moniker – as seen in a Companies House listing [PDF] here.

In a ruling handed down yesterday, UK regulator the Advertising Standards Authority said it had noted the ads in question made references to "full fibre speed broadband only," but that customers might see it differently.

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The ASA said that it had:

The Brit company said its internet services were delivered over networks operated by group companies "which had full fibre distribution and core networks and used the local access network with fixed wireless technology. They said that since 2019, the local access network used mast infrastructure in public footpaths."

The company added that because 6G does not exist, and that it believes its webpages and ads made it clear that the offering related to home internet, they did not think that consumers would believe they were offering a future mobile network.

As for 6G Internet the company, it mostly has positive ratings on Trustpilot, but at least one user calling themselves Cusyomer commented yesterday: "6G Internet has not been even invented yet. Steer clear from this company."

We've asked 6G Internet for comment, including querying whether it plans to change its name.

Its sister company IX Wireless, which is building the fixed wireless broadband network on which the ISP retails services, has come under fire from locals unhappy about the locations of its newly built mast and poles in the north of England, although it has told local papers the "placement of the poles is 100 percent compliant, and local councils are always aware of any work being undertaken." ®