UK Consumer Watchdog Which? is calling out ISP’s to be true and upfront about their broadband speeds in adverts.
As per the current guidelines, ISPs can advertise the “up to” speed of a broadband package as long as 10 per cent of customers can achieve that mentioned speed realistically.
The consumer watchdog said that in a recent conducted survey it found that only 12 per cent of the people were aware of the 10 percent guideline.
Further the report revealed that a quarter of people admitted that would have chosen another deal if they had been better informed about their ISP’s real broadband speeds they could be offered.
The watchdog also found that broadband speed was a crucial factor for as many as 88 percent of the people. Only 5 per cent of the respondents felt that agreed current broadband speed advertising is “clear”.
“Internet connection is now an essential part of modern life so it beggars belief that providers can sell people short by advertising speeds that only 10% of customers could receive, said Richard Lloyd, executive director at Which?.
“We want advertising watchdogs to pull the plug on confusing adverts and ensure broadband providers show the speeds the majority of customers will actually get.”
The consumer watchdog has called out advertising watchdogs the Committee of Advertising Practice and the Broadcasting Committee of Advertising Practice to review current guidelines on broadband speeds and ensure that ISPs advertise accurate broadband speeds.
It has also initiated a campaign – Give us broadband speed guarantees – asking public to sign up for the cause.