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Campaigns | Broadband speed

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Win! Advertising watchdog will revamp broadband advertising rules

In a great win for our campaign to get you better broadband, the Advertising Standards Agency (ASA) and Committee of Advertising Practice (CAP) have announced plans to make UK broadband companies change the way they advertise their internet speeds.

Currently broadband providers can advertise an ‘up to’ speed providing at least 10% of its customers actually get that speed. But we don’t think this is fair advertising.

Advertising rules change

After two years of campaigning for a change to these misleading ‘up to’ advertising claims, the ASA agreed to look into these speed claims earlier this year.

Finally, after being persuaded to carry out its own research into the problem over the summer, the ASA has agreed with us that ‘up to’ claims can mislead some consumers.

Which? Managing Director of Home & Legal services, Alex Neill, said:

‘This research proves what Which? has been saying for years. Advertised broadband speeds can be misleading and many people are unaware that they may never get the attractive high speeds on offer.

‘We have been campaigning for the ASA and CAP to change the rules and we welcome this review. We want changes to be made swiftly so that the majority of customers get the broadband speed advertised.’

The ASA will now be consulting on the options to overhaul these advertising rules before announcing a solution in 2017. So our campaign isn’t over yet, we’ll be feeding into this consultation and making sure this advertising overhaul is finally implemented.


A universal right to broadband

Today the Government announced plans to put access to broadband on a similar footing to other basic services, like water and electricity.


UK worst in Europe for delivering broadband speed promises

The UK is the worst in Europe for delivering the broadband speeds advertised by ADSL providers.

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.

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.
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