Advertised broadband speeds go down amid crackdown by ASA

Posted 4th June 2018 in For Workers

Companies that provide broadband services must now show customers the average speeds they can expect to achieve as opposed to the highest as part of a crackdown on companies misleading consumers.

The Advertising Standards Authority (ASA) imposed new rules after finding that many Britons are paying up to £20 per month to receive only the lowest acceptable internet speed.

Under the new legislation, displaying ‘up to’ speeds – which only around ten per cent of customers can get – on advertising is no longer permitted and companies must show the average speed they provide at peak times.

It saw a scramble among internet providers to ensure they were abiding by the rules, with packages from Sky and BT now advertised as achieving speeds of 10Mbps rather than the 17Mbps they boasted before, among others.

The changes could make it easier for self-employed people, who need a reliable internet connection to be able to work effectively from home, to choose service providers and make changes to their package deals.

Which? Managing Director of Home Services Alex Neill said: “We know that fast and reliable broadband is what really matters to broadband customers and have been campaigning for these changes. We will now be watching closely to make sure providers are finally living up to their promises.”

According to research from Compare The Market, one in four UK households experiences broadband outages every month, while one in ten report a staggering ten incidents of blackout.

This comes after a survey by the British Chambers of Commerce found 30 per cent of business owners think there has been no improvement to mobile phone reception in the past five years.

It encouraged the public to help identify more ‘not-spots’ for signal so it can lobby the government for better technology infrastructure.

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