Virgin Media has come out in support of our campaign to end confusing advertising of broadband speeds.
Today we’re calling on advertising watchdogs to tighten up guidelines on speed claims in broadband ads.
Did you know that speeds quoted in broadband ads only need to apply to 10% of customers? No? You're not alone - nine in ten people aren't aware of this rule.
People told us that speed is the second most important factor when choosing a broadband deal (88%), beaten only by price at 94%. With speed playing such a big role in convincing people which deal to go with, we don’t think it's right for providers to entice customers in with speed claims most of them may never receive.
In fact, we found that a quarter of people would choose a different deal if they had better information on speeds. Speed becomes around three times more important to people choosing a broadband package when the speed is based on what 90% of customers would get, rather than just 10%.
Our executive director Richard Lloyd said:
'Internet connection is now an essential part of modern life so it beggars belief that providers can sell people short by advertising speeds that only 10% of customers could receive.'
We want the Committee of Advertising Practice (CAP) and the Broadcasting Committee of Advertising Practice (BCAP) to pull the plug on confusing broadband ads. Vague claims like 'superfast' need to be quantified, and providers should show the speeds the majority of customers will actually get.
Richard Lloyd adds:
'In the meantime, companies need to be more up-front with customers about the speeds they can expect.'
So if you've had it 'up to' here with confusing speed claims, sign our petition to help us convince advertising watchdogs to give us broadband ads we can trust.
Ofcom has announced measures to make it easier for customers to switch their landline and broadband provider in one simple step.