New guidelines for companies making broadband speed claims
Broadband companies have been told to stop gloating about their high speed internet services unless a fair proportion of their customers actually receive those speeds.
New guidelines say that, if broadband providers make claims about maximum speedsin their adverts, then really, it's only fair that they should be able to back up these claims for at least 10% of their customers, said the Committee of Advertising Practice (CAP).
The problem here is that average download speeds are less than half of the fabled "up to" speeds which are so commonly advertised by ISPs. The average broadband speed is 6.2 megabits per second (Mbps), which is half the average speed of the oft advertised 13.8Mbps.
Of course, the 10% rule looks pretty limp wristed in the attempts to get people to get the best deal on fast broadband.
"Consumers are still unable to make an informed choice of which ISP gives them the best internet speeds overall if only 10% of a provider's customers get the maximum advertised speed," said the Communications Consumer Panel, the consumer arm of telecoms regulator Ofcom.
Basically, this is only good news for 10% of consumers and is of little use to the majority, screaming at their routers demanding an answer.