The UK’s Advertising Standards Authority recently adjudicated a dispute over the supposed misleading adverts of ISP, 6G Internet. The ASA ruled that the company name erroneously suggested the availability of non-existent 6G services. The decision underlines a recurrent issue of consumer confusion over service offerings in the telecommunications sector. Despite the controversy, 6G Internet has not indicated plans to adjust their brand name, possibly sparking inevitable customer confusion as the prospect of true 6G technology looms nearer.