UK internet providers to ensure at least 50% of customers get advertised speeds

Broadband providers will need to ensure that at least 50 per cent of customers received their advertised headline speeds, under proposals designed to crack down on practices that shortchanged customers.

As per current standards, speeds quoted in broadband advertisements need to apply to a minimum of just 10 per cent of all customers, provided they included the words "up to".

However, The Committees of Advertising Practice has launched a consultation on toughening up the standards after research revealed that the language was currently likely to mislead consumers.

According to the study, commissioned by the Advertising Standards Authority (ASA), most consumers thought they would receive a speed at or close to a provider's headline claim when, that would likely not be the case for many.

In independent testing earlier, by consumer groups, it was found that up to 75 per cent of households were paying for advertised broadband speeds they had never received.

Also, for the 50 per cent requirement, CAP would also consult on whether consumers would like the headline speed to be presented as a range of speeds or an average speed, and if it should be available at peak times or over 24 hours.

Customers would also be required to check with the provider about the speed they would likely receive.

The consultation, which will be open for 10 weeks, would include proposals to tie advertisers' claims to the peak-time media download speed and the 24-hour national median download speed. Additionally, the range of peak-time download speeds and the range of 24-hour national download speeds available to the 20th to 80th percentile of users would also need to be spelt out and adhered to.

The consultation comes after research by GfK, commissioned by the Advertising Standards Authority (the body that enforces the UK advertising codes), which found that the current regulatory standards were likely to mislead consumers.