"Advertised broadband speeds are a tissue of lies" shock claim
Every so often the perception filters of regulators and advertisers fail, and the real world comes crashing down around the ears of big business. In the latest instance, regulators Ofcom have suddenly become aware that the claims of broadband companies concerning download speeds are nothing short of outright lies.
The rest of the world looks on and wanders what took them so long.
From research conducted at the end of last year, Ofcom has deduced that average download speeds remain less than half of ‘up to’ speeds advertised by some ISPs, particularly for broadband delivered via a phone line.
At the bottom of the pile was BT; their 'up to 20Mbps' broadband service only delivered average speeds of 6.9 to 8.7Mbps. Boo.
Ofcom is now pressing the Advertising Standards Authority (ASA) to bring in new codes to such prevent misleading claims; the regulator is proposing a Typical Speeds Range (TSR) representing the range of speeds actually achieved by at least half of customers.
Unsurprisingly, the chap in charge of BT Retail is unhappy with the news. He told the BBC in a response that made no sense: ""We have real concerns with their approach. Broadband speeds vary from line to line and so it is meaningless to use one speed for advertising. That is why we use the term 'up to'."
Right, so using an average speed for advertising is meaningless, but using an optimum speed that the majority of customers can never achieve isn't misleading in any way? Er.