Advertising watchdog revamps advertising rules

The Advertising Standards Agency (ASA) and Committee of Advertising Practice (CAP) have plan to make UK broadband companies change the way they advertise their internet speeds.

Currently broadband providers can advertise an ‘up to’ speed providing at least 10% of its customers actually get that speed. But we don’t think this is fair advertising.

Advertising rules change

After two years of campaigning for a change to these misleading ‘up to’ advertising claims, the ASA agreed to look into these speed claims earlier this year.

Finally, after being persuaded to carry out its own research into the problem over the summer, the ASA has agreed with us that ‘up to’ claims can mislead some consumers.

Which? Managing Director of Home & Legal services, Alex Neill, said:

‘This research proves what Which? has been saying for years. Advertised broadband speeds can be misleading and many people are unaware that they may never get the attractive high speeds on offer.

‘We have been campaigning for the ASA and CAP to change the rules and we welcome this review. We want changes to be made swiftly so that the majority of customers get the broadband speed advertised.’

The ASA will now be consulting on the options to overhaul these advertising rules before announcing a solution in 2017. So our campaign isn’t over yet, we’ll be feeding into this consultation and making sure this advertising overhaul is finally implemented.