Which? is calling for stricter guidelines to be introduced to the advertising of broadband in the UK, as it believes many providers' campaigns feature misleading information regarding internet speeds.

Research from the watchdog shows 88 per cent of consumers see web loading speeds as the second most important factor when choosing a broadband deal, behind price, but Which? has found that many of the 'up to' speeds detailed in adverts apply to only around ten per cent of customers.

Therefore, this information may be seen as misleading, influencing consumers to take out a package when they may not benefit from loading speeds anywhere near those advertised.

Executive Director of Which? Richard Lloyd commented: "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."

In addition, Which? found that just five per cent of consumers thought the way speeds were marketed was totally clear, with 25 per cent saying they would go for an alternative deal if they were given greater information about them.

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