Consumer body Which? has said there needs to be greater transparency in the advertising of broadband speeds.

The organisation backed a recent review from the Advertising Standards Agency (ASA), which looked into the issue of how broadband packages are marketed to consumers.

At the moment, providers can advertise the maximum theoretically possible speed, but Which? is in favour of a proposal to change the rules so advertised speeds are available to at least ten per cent of a company's customers.

Which? broadband expert Ceri Stanaway said: "One thing's certain based on all the feedback we receive from consumers - the way broadband speed is currently advertised simply isn't transparent enough."

One leading broadband provider that is keen for more clarity in advertising speeds is Virgin Media.

The company is publishing monthly performance data on its internet speeds and is calling for its competitors to follow the example and release their own results.
 

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