Consumer group calls for end of 'up to' broadband advertising

The Communications Consumer Panel (CCP) has called on ISPs to stop using the term 'up to' when advertising broadband speeds.

Anna Bradley, chairman of the CCP, explained that selling broadband on 'up to' speeds causes distrust among consumers, and argued that ISPs should look at new ways to advertise possible speeds.

"The current approach of advertising 'up to' broadband headline speeds is no longer credible or sustainable, and is causing widespread scepticism among consumers," she said.

"I would like to see 'up to' replaced by a typical speed description, such as: 'Half of our customers receive at least x megabits per second.'"

The CCP also said that adverts should be "short and simple with a minimum of information in small print, use a single speed rather than a range, and indicate that speeds achieved will not be the same for all consumers".

The consumer group added that "sales materials and adverts should include a prominent statement encouraging consumers to ask for the actual speed at point of sale".

This would make sure that customers are fully aware of the issues that could affect the speed they receive, according to Bradley.

"The onus should be on ISPs to substantiate speed claims by providing robust data," she said.

The call comes as the Advertising Standards Authority's Committee of Advertising Practice is consulting on new guidelines governing the use of 'up to' broadband speed advertising.

Ofcom published figures last July showing that broadband speeds offered by ISPs rarely match the promises.

Packages advertised as offering 8Mbit/s to 10Mbit/s DSL were found to average just 3.3Mbit/s, while 20Mbit/s to 24Mbit/s DSL packages averaged around 6.5Mbit/s.