New broadband speed advert standards in force in the UK

Internet service providers in the UK are now subject to stricter rules and are no longer allowed to advertise broadband speeds based on an “up to” figure.

The Advertising Standards Agency has enforced new regulations which took effect on the 23rd May 2018.

Until recently, the “up to” figure could be advertised if 10% of their customer base received that speed, but this wasn’t a true representation of the average consumer’s experience.

The broadband speed which a customer receives depends on geographic location, number of people using the internet at that time and distance from the telephone exchange.

What’s changed?

Advertised speed claims must be based on the average peak speed available for at least 50% of the customer base within peak hours. Internet service providers must also prefix claims with the word ”average” rather than ”up to”.

Consumers will have more accurate information of the download speeds available when deciding to switch providers.

DataKom offers ADSL/VDSL broadband to businesses, with speeds that range from 8Mbps to 330Mbps, satellite broadband for those with limited connectivity in their area with the highest speed of 20Mbps, and dedicated broadband with speeds of a possible 1GB. Prior to installation, the telecom consultants advise businesses on the correct type of cabling and connectivity.

Jay Ball, DataKom’s Managing Director, welcomes the new guidelines:

”We’re all pleased Internet service providers and advertisers can no longer use misleading speed claims. Customers should be clear on the speeds which they can achieve when signing up for a new broadband deal.”

”We’ve always aimed to be transparent about the speeds our customers will get, so it’s good news there will be consistency in the market – good news for customers”