Broadband ad speed guidelines extended to mobile services

Thursday, August 16th 2012
Guidelines regarding advertised broadband speeds have been extended to include mobile data packages.
Broadband ad speed guidelines extended to mobile services
The Committee of Advertising Practice has extended guidelines on broadband speed claims in marketing materials to include mobile data services.

Working with the Broadcast Committee of Advertising Practice, it has released a revised Help Note for ISPs to ensure customers are given realistic expectations regarding the broadband speeds that can be achieved.

The new version of the note reminds advertisers that the maximum speeds mentioned in promotional materials "should be based on the actual experience of an ISP's customers" and that they must be able to prove the speeds can be "achieved by a reasonable proportion of consumers".

These rules were introduced in September 2011 with the aim of protecting consumers from misleading claims regarding achievable speeds and whether 'unlimited' services truly had no data cap. As a result, companies that want to claim their service is 'unlimited' cannot suspend services on the basis of excessive usage.

Wording has also been changed to ensure the guidelines apply to firms operating in the mobile industry and providers have been given a three-month grace period to update their advertisements.

During this period, the Advertising Standard Agency has agreed to not consider any complaints made about speeds advertised for mobile services.

Related Stories

EE has announced plans to significantly bolster its 4G network coverage over the coming years.
BDUK has announced the launch of a new campaign to promote greater uptake of broadband in rural areas of the country.
The Church of St Radegund is the latest to have a wireless broadband transmitter installed to its roof.
Many mobile coverage 'not spots' are to be tackled following a new deal.
The new 5G network could deliver a massive increase in data transfer rates in the years ahead.
Tesco customers can now access free Wi-Fi while doing their shopping in-store.

Add a comment

Your name
Your e-mail address

Comments (0)

Home  |  Guides  |  Links  |  Local  |  Sitemap  |  Privacy Policy  |  Terms
Copyright © 2005-2019 All rights reserved.