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Campaigns | Broadband speed

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Thousands take action on broadband speed

Over the last few months we've collected over 9,000 letters from you calling on the advertising watchdogs to change their guidelines on advertised broadband speeds. 

We’ve now passed these on to the Advertising Standards Authority and the Committees of Advertising Practice.

This action came after we revealed a staggering 15.4 million households weren’t getting the promised 'up to' headline speeds on their broadband speed. Most broadband providers, however, were acting in line with the advertising guidelines, where only 10% of customers need to achieve the 'up to' speeds.

We want advertising watchdogs to review guidelines on broadband ads to require:

- All adverts making speed claims like 'superfast' to quantify these claims
- Advertised speeds to be available to the majority of customers and broadband providers to be upfront about how many people can actually get the speed advertised

Thank you for taking action. Together we sent a strong message to the advertising watchdogs.


Virgin Media and SSE speak up against confusing broadband ads

Internet Service Providers Virgin Media and SSE have lent their support to our campaign against broadband ads that promise speeds that most customers will never see.


Biggest broadband providers bring their customers down loads

16th March

The latest Which? broadband satisfaction survey reveals that the biggest broadband providers are letting their customers down.

BT, Sky and TalkTalk came bottom of the pile in our broadband satisfaction survey, with smaller providers topping the table.

Our executive director Richard Lloyd comments:

‘Smaller suppliers are leaving larger rivals in their wake when it comes to the service they provide so we need to see the big players up their game. Ofcom is also currently reviewing this market and we now need it to identify how it plans to ensure broadband customers get a better deal.’

Low broadband speed satisfaction

What’s most intriguing is that, apart from Virgin Media and Zen Internet, all of the providers were given a score of three stars or less for broadband speed. This ups the ante for our Broadband Speed Guaranteed campaign. Not only are we campaigning for providers to improve their service, we want customers to get the speeds they’re promised when they sign up.

At the moment broadband providers are allowed to advertise speeds that only 10% of their customers actually get. That’s why we’re reiterating our call to the advertising watchdogs, The Committee of Advertising Practice (CAP) and The Broadcasting Committee of Advertising Practice (BCAP), to tighten the rules so that advertised broadband speeds more closely match customers' real experiences.

Advertising watchdogs must act

Richard Lloyd adds:

‘We’ve told the advertising watchdogs that companies need to be much clearer with their customers about the speeds they can expect. However, three months on, we’re still waiting for them to announce how they’ll ensure adverts only show the speeds most customers actually receive.’

Increase the pressure on the advertising watchdogs by signing our petition alongside more than 50,000 others.


Virgin Media supports our broadband speed campaign

Virgin Media has come out in support of our campaign to end confusing advertising of broadband speeds.


ASA tells BT to give accurate speed estimates

The ASA has upheld a complaint from a BT customer who claimed they were misled as to the speed they could achieve on their line.

Thanks for voting in our poll

Sorry, you’re wrong - the speeds quoted in broadband ads only need to apply to 10% of customers. Yes, just 10% of customers.

Simpler broadband switching to help customers

Ofcom has announced measures to make it easier for customers to switch their landline and broadband provider in one simple step.


Have you ever haggled for a better broadband deal?

If you do one thing today, pick up the phone and call your broadband provider. Our latest investigation has shown it’s definitely worth getting in touch if you want a better deal.

UK broadband less than half of advertised speeds

Average broadband download speeds are still less than half of advertised headline speeds, a large-scale Ofcom speed test has revealed.

Thanks for voting in our poll

You’re right – the speeds quoted in broadband ads only need to apply to 10% of customers. You’re in the small minority of people who know about this rule.
Take action

Sign our petition to end confusing broadband ads

petition signatures
Help us reach 150,000

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