Broadband ads ‘must not mislead public’

A WATCHDOG has called for changes to broadband advertising after research showed consumers have a poor understanding of which speed they need and are unlikely to receive the headline claims quoted by providers.

A study for the Advertising Standards Authority (ASA) found that many consumers have a “low overall” understanding of broadband speed, with many not knowing what level they need to carry out their online tasks.

While most understand that the higher the number in the advertise- ment, the higher the speed of broadband, many are unclear about what this means for them.

Despite the uncertainty, most think they are likely to receive a speed at or close to the headline claim “when, for many, that is not likely to be the case”, the ASA said. Current standards say speeds quoted in broadband advertisements must apply to a minimum of 10 per cent of all customers, providing they include the words “up to”.

Guy Parker, chief executive of the ASA, said: “Our new research indicates that speed claims in ads contribute to consumers’ expectations of the broadband speeds they’ll receive, but their expectations are not being met. That needs to change.”

Previous testing by consumer groups has found that up to three quarters of households are paying for advertised broadband speeds that never receive.

Matt Hancock, minister responsible for digital policy, said he was “delighted” at the ASA’s move: “Customers need clear, concise and accurate information in order to make an informed choice.”