Broadband suppliers are being forced to drop the unrealistic up to speeds they advertise following rule changes.
No longer will broadband users suffer speeds far slower than those advertised to them.
After our sustained campaigning, pressure from our supporters and rule changes from the Advertising Standards Agency (ASA) in May, suppliers have now reduced advertised broadband speeds by an average of 41%.
Previously, suppliers were able to advertise broadband deals which claimed ‘up to’ speeds that only one in 10 customers would ever reach.
The new advertising rules mean that at least half of customers must now be able to get an advertised average speed, even during peak times (8-10pm).
We’d been calling for these vital new guidelines to be introduced since 2013 through our Broadband Speed Guaranteed campaign.
Alex Neill, our Managing Director of Home Services, said:
“Customers will now have a much clearer idea of the speeds that can be achieved when they are shopping around for broadband – even though their broadband won’t get any faster.
“With the change in advertising rules now showing the true landscape of broadband speeds, the Government must press ahead with its crucial plans to increase full-fibre availability and deliver the service that broadband customers need, without it costing them the earth.”