Calls for tighter advertising guidelines for broadband

Monday, November 17th 2014
Which? is calling for stricter guidelines to be applied to the advertising of broadband in the UK.
Calls for tighter advertising guidelines for broadband
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.

Related Stories

Millions of Britons are living with broadband speeds that do not live up to their expectations.
Communications providers across the UK need to improve their level of service, Ofcom has stated.
Broadband customers are to be given powers to switch providers if their service does not meet their expectations.
An investment in superfast broadband will benefit homes and businesses across Dorset.
A new pilot scheme will aim to bring superfast broadband to hard-to-reach areas across North Lincolnshire.
Businesses across Lincolnshire are crying out for improved broadband services.

Add a comment

Comment
Your name
Your e-mail address

Comments (0)

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