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Broadband speed ad rules to be revamped UK

Nov 17, 2016 | Broadband

bigstock High speed internet connection 132914228

UK broadband firms will be made to alter the way they advertise their web speeds, under regulator strategies.

The Advertising Standards Authority says present descriptions of speeds “up to” a particular amount are confusing and will be altered in 2017.
On the other hand, the united kingdom watchdog has to decide how they’ll be replaced.

The announcement comes just over a fortnight after internet providers were ordered to make other changes to their adverts, to make monthly charges clearer.
The business gave a guarded welcome to the newest statement.

“Any new guidance needs to reflect that whilst speed is an important factor, it is not the only reason a customer decides on a bargain,” said James Blessing, chair of the Internet Services Providers’ Association Council.

“Crucially, the ASA’s research has not identified an effective alternative for the present approach to ‘up to’ speed claims.”
‘ bullet ‘

At present, a broadband business can tell customers they are going to get “up to” a specific speed, if a minimum of 10% of all subscribers on the tariff reach it.

But the ASA says a survey carried out on its behalf suggested that while most consumers understood a number that is higher was better, they were uncertain what speed they would probably achieve.
Also, the watchdog says users shown a low degree of understanding of what rates they needed to execute day-to-day jobs that are on-line.

“Certainly the current guidance is not doing the job, but there’s no silver bullet solution,” a spokesman for the ASA told the BBC.

“There are advantages and disadvantages to all the alternatives.”

The three primary options considered to date are to give:
– the typical speed
– the range of speeds that are possible
– the minimal rate

The strategy is currently to hold a short consultation before deciding upon a solution in the spring.

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