Crackdown on broadband ads that mislead on internet speed

‘In the past, too many people haven’t been getting the speeds they thought they signed up for’

A CRACKDOWN on misleading broadband advertisements will drastically reduce providers’ fast internet claims.

It comes after Ministers, consumer bodies and members of the public complained that current rules, which let firms advertise speeds received by the top 10 per cent of customers, were misleading. The proposed new rules require that at least 50 per cent of customers must receive the speeds being promoted.

In one example provided by Ofcom, the telecoms regulator, Plusnet’s “up to” 76Mbit/s fibre broadband package is around 25 per cent slower for the average customer, who received a speed of 56.4 Mbit/s.

Which? has warned that current rules allow brands to advertise attractive high speeds which are misleading.

Matt Hancock, Minister for Digital and Culture, said: “So-called ‘up to’ speeds that only need to be available to 10 per cent of consumers are incredibly misleading. Customers need clear, concise and accurate information in order to make an informed choice.

“In the past, too many people haven’t been getting the speeds they thought they signed up for, and I’m pleased this is being put right.”

The Committees of Advertising Practice (CAP) have launched a consultation on toughening up the standards following research which found they are likely to mislead consumers.

The study, commissioned by the Advertising Standards Authority, found most consumers think they are likely to receive a speed at or close to a provid- er’s headline claim when, for many, that is not likely to be the case.

Previous independent testing by consumer groups has found up to three-quarters of households are paying for advertised broadband speeds they have never received.

As well as the proposed 50 per cent requirement, CAP will also consult on whether consumers would like the headline speed to be presented as a range of speeds or an average speed, and if it should be available at peak times or over 24 hours.

Each ad will also have to urge poten- tial customers to check with the provider about the speed they are likely to receive. An Ofcom spokesman said: “Ofcom is concerned about the gap between advertised broadband speeds and what people actually receive. We support the CAP’s ongoing work to provide greater clarity and accuracy in broadband advertising, so that customers can shop around with confidence.”

Till Sommer, policy lead at the Internet Services Providers’ Association, said: “The consultation marks a welcome shift to the current standards for broadband speed advertising which ISPA feels no longer deliver for consumers and our members. We particularly support CAP’s suggestions that adverts should prompt consumers to ask providers for a more personalised speed estimate.”