Internet firms forced to drop misleading speed claims

A CRACKDOWN on misleading broadband advertisements will ensure at least half of customers can receive advertised speeds during peak times, drastically reducing providers’ speed claims.

The new rules laid out today by the Committees of Advertising Practice (CAP) will come into force in May and go further than expected to protect consumers against unrealistic claims.

At present, internet providers can advertise speeds received by the top 10per cent of customers, but ministers, consumer bodies and members of the public said this was misleading. A study by Which? warned the current rules allowed brands to advertise attractive high speeds that were misleading an estimated 84 per cent of consumers.

The new rules could force firms to reduce advertised speeds by as much as 25per cent. According to a report by Ofcom, the telecoms regulator, households on a standard broadband deal offering speeds of up to 17Mbps often receive speeds of just 9.8Mbps in the evening between 8pm and 10pm, when most people use the internet.

The move by CAP is a victory for The Daily Telegraph’s Better Broadband campaign, which has repeatedly highlighted the problem.

Lindsey Fussell, Ofcom’s consumer group director, said: “This change will help close the gap between what broadband shoppers expect and what they actually receive. Similarly, we’re improving the information people get before taking out a broadband contract, so they can buy with confidence.”