UK Broadband Speeds to Get 25% Slower Because of THE TRUTH

By Aatif Sulleyman on at

Now for a piece of news to make you wonder about just how much bullshit companies are able to get away with in adverts. Broadband firms could reportedly be forced by the Advertising Standards Authority to stop promoting themselves with misleading top speeds and instead use actual average speeds in their ads.

The rule change could reportedly see claimed broadband speeds instantly fall by  25%, as companies are currently able to hide behind the so-called ‘top 10% rule’.

Which? is pushing for a new regulation that would ban any speed claims that don't apply to at least half of customers. According to the consumer group, up to 84% of us regular folk who just want to watch dirty stuff without our blood pressure powering through the roof are currently being misled by top 10% claims, which featured in 68% of broadband providers' newspaper adverts between April 2015 and March 2016.

“Speed is one of the most important factors when people are choosing a broadband deal and yet the advertised speeds are only available to a small minority of customers," said  Alex Neill, the Which? director of policy and campaigns. "This is confusing for customers and ultimately leads to dissatisfaction with their provider when people feel they have been let down. The advertising rules must be changed to stop broadband companies from advertising speeds they can't deliver to the majority of their customers."

The ASA is currently researching the matter, and will present its findings in autumn. [Telegraph]