Broadband Speed Ads to be Revamped

Under new regulator plans UK broadband companies will be made to change the way their internet speeds are advertised.

The Advertising Standards Authority (ASA) says current descriptions of speeds “up to” a certain amount are confusing and will be changed in 2017.The UK watchdog has yet to decide how they will be changed.

Digital Minister Matt Hancocksaid he was delighted by the move because the current adverts were “incredibly misleading”.

The industry welcomed the latest announcement.

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

"Crucially, the ASA's research has not identified an effective alternative for the current approach to 'up to' speed claims."

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