“Advertising of broadband speeds must also be tackled” – Which? response to ASA & Ofcom’s research on advertising of broadband prices

Which? executive director, Richard Lloyd, said:

“Simplifying how broadband prices are advertised is a step in the right direction, but the advertising of broadband speeds must also be tackled.

“Broadband is an essential part of life and millions of homes are not getting the speed they expect. We want the advertising authorities and the regulator to change the rules and ensure consumers get the speeds they are promised by their provider.”


  1. Our research shows nine in 10 (88%) consider speed an important factor when choosing a provider. We found 74% of households (equivalent to 15.4 million homes) with fixed broadband connections who were paying for packages with advertised speeds they never got.

Methodology: In June 2015 we published our own analysis of the data behind Ofcom’s UK fixed-line broadband performance report. The data for this report was gathered from a user panel of 1,992 UK residential broadband customers in November 2014.

  1. As part of our Give Us Broadband Speed Guaranteed campaign we want Ofcom to work with the Advertising Standards Authority, Committee of Advertising Practice and Broadcast Committee of Advertising Practice to create an action plan to improve the way broadband speeds are advertised. We want:
  • Broadband providers to only advertise speeds that are available to the majority of their customers.
  • Broadband providers to be upfront about how many people can actually get the speed advertised.
  • Ofcom should publish, at least annually, data for the main broadband providers and package, where possible, showing what proportion of consumers receives the advertised speed, as well as the average speed consumers receive compared with the advertised speed.

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