New broadband advertising rules take effect

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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 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.

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