UK Broadband Ads Must Start Quoting Real Figures, Not Theoretical Maximums

By Gary Cutlack on at

It looks like the days of being promised broadband connections massively faster than our creaky cables can handle are numbered, thanks to a new Advertising Standards Agency guide on what broadband companies can and can't promise their customers.

The basic rule is that, from now on, broadband providers have to quote achievable, real-world numbers in their ads, with 10% of their customer base able to easily connect at the advertised maximum.

So if less than 10% of Bonkers Broadband customers can connect at its advertised "16Mb" maximum, it won't be allowed to make that speed claim in ads any more.

In terms of claiming to offer "unlimited" data downloads, that will still be OK--but there must be evidence that the service is indeed genuinely unlimited, with no "additional charge or suspension of service" coming as a result of a customer's non-stop weekend film download binge.

Advertisers will be required to comply with these new guidelines from April of 2012. [Techradar]