HOME broadband providers must now ensure that at least 50% of their customers can achieve advertised speeds at peak time under a crackdown to prevent misleading claims.
Until today, firms had been allowed to advertise “up to” speeds as long as they were available to a minimum of just 10% of customers, resulting in widespread complaints from government, consumer groups and the public.
The Advertising Standards Authority (ASA) will begin to enforce the tougher standard – that speed claims should be available to at least half of customers between 8pm and 10pm and described in ads as “average” – from today.
The ASA said the new standard would help consumers better understand what is on offer when deciding to switch providers.
The Committees of Advertising Practice (CAP) toughened up the standards following research which found they were likely to mislead consumers.
The study, commissioned by the ASA, found most consumers thought they were likely to receive a speed at or close to a provider’s headline claim, when, for many, that was not the case.
Previous independent testing by consumer groups found that up to three quarters of households were paying for advertised broadband speeds they never received.
ASA chief executive Guy Parker said: “From today, consumers will see a difference in broadband ads that make claims about speed as this new, tougher standard is enforced.
“We’ll be making sure consumers aren’t misled by speed claims in ads, not least because choosing the right broadband deal has become such an important part of running a household or business.”
Highlands MSP Kate Forbes welcome the decision as good news for the region.
She said: “I have no doubt that many of us in the Highlands have been attracted by promises of high-speed broadband, only for our broadband to be anything but superfast.
“This move ensures advertising claims are far more accurate and Highland-based consumers can make a more informed decision about their broadband provider.\3
“There will be some who don’t have the luxury of choosing between broadband providers and are stuck with high prices.
"I would like to see far more competition in order to reduce prices in the Highlands.”
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