Internet firms can no longer lie to customers about broadband speeds from today
BROADBAND providers must now ensure that at least 50 per cent of their customers can achieve advertised internet speeds at peak time under a new crackdown.
Until today, firms had been allowed to advertise "up to" speeds as long as they were available to a minimum of just 10 per cent of customers.
A study from 235,000 users of a Which? checker found that on average, broadband speeds are 51 per cent slower than what they are advertised.
From today, providers must ensure that at least half of customers can get advertised speeds at peak time to prevent misleading claims.
The change follows a study by the Advertising Standards Authority that found most consumers think they are likely to receive a speed at or close to a provider's headline claim when, for many, that is not the case.
The Which? findings revealed widespread differences between the speeds advertised and those delivered, with the results showing that the faster the advertised speed, the further away it was from the actual speed recorded in tests.
Consumers paying for a package of up to 200Mbps were on average only able to receive average speeds of 52Mbps - just 26 per cent of the speed promised.
Alex Neill, Which? managing director of home services, said: "This change in the rules is good news for customers who have been continuously been let down by unrealistic adverts and broadband speeds that won't ever live up to expectations.
"We know that speed and reliability of service really matter to customers and we will be keeping a close eye on providers to make sure they follow these new rules and finally deliver the service that people pay for."
ASA chief executive Guy Parker said: "From today, consumers will see a difference in broadband ads that make claims about speed as this new, tougher, standard is enforced.
"We'll be making sure consumers aren't misled by speed claims in ads, not least because choosing the right broadband deal has become such an important part of running a household or business."
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The crackdown comes as it's been revealed that BT and EE are going to MERGE networks.
BT, which announced last week that it is to axe around 13,000 jobs over three years, said it will return to the high street in the form of taking space in 620 EE shops to promote its own products.
Plusnet is hiking the price of broadband for thousands of customers by an extra £12 a year.
Eleven of its broadband packages will be affected from June 5 but there are ways of dodging the hikes.
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