At last! New rules arrive to stop broadband speed claims!
At long last, the change in rules about broadband speed claims is coming into play this week. Now, providers are going to have to be more upfront about how fast download speeds really are.
Will this finally see an end to the irritating 'up to' claims?
Well, where a broadband provider would once advertise an “up to” speed of 24Mb, that would now read a much more realistic 13Mb. This move by the Committee of Advertising Practice and Advertising Standards Authority comes just in time for Virgin Media launching their super-fast broadband package of 100Mb, where you will have seen Usain Bolt and the whole “superfast as standard” broadband offers on TV.
This is particularly good news because, there have been claims made that standard speeds have been around 2oMb, when in actual fact (according to a recent study by watchdog Ofcom), the average speed across Britain last year was 7.6Mb.
Some berk called Charles Ponsonby of comparison site Simplifydigital said: “Currently they can lead with ‘up to’ claims of 20Mb despite the fact the majority of customers will not receive anything like that. Advertising will now be less misleading, but the rules still give providers a lot of leeway.”
The leeway here is that these new guidelines state that providers can onlyadvertise an “up to” speed if they're able to deliver that speed to at least 10% of their customers.
Almost seems pointless to change the rules when you look at it.