Broadband bundle specialist O2 is to launch an advertisement campaign that will aim to address all the little "niggles" that home broadband users suffer.

The campaign is designed to highlight the difference in service quality between O2 and its rival broadband companies.

Major problems that broadband customers suffer from include not getting enough technical support, complicated set up procedures, hidden costs and slower than advertised speeds.

O2 hopes to show it can offer a different service with things like a 24-hour helpline, easy to follow instructions, consolidated bills and speed estimates before you buy.

The campaign comes after software firm Aptimize found that UK websites are considerably slower than US counterparts.

Slow web page loading speeds result in increased customer dissatisfaction, according to the company.

BT has plans to extend the reach of its high-speed broadband network, which would help alleviate customer frustration at slow internet speeds.

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