ASA consults on ISP speed claims

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Internet Service Providers (ISPs) face further scrutiny when making claims about their broadband speeds, thanks to the Advertising Standards Authority (ASA).

Last year, the ASA asked the organisations responsible for writing advertising codes to look into the way ISPs promoted broadband speeds, specifically the use of “up to” and “unlimited” in their adverts.

Both the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) are now consulting on new guidance for ISPs.

“The objective is to produce guidance for the industry to aid their interpretation of the Misleading Advertising sections of the CAP and BCAP Codes,” said a statement from the ASA.

The consultation period will end at 5pm of Friday 25 February.

ISPs have already felt the wrath of the ASA before this consultation began.

BT had several adverts banned last year, firstly for claiming its internet connections were “instant” and secondly when customers disputed claims of 20Mbps broadband access. The ASA deemed the adverts misleading and forced the ISP to pull them.

Take a look at our round up of the top 10 tech advert fails here.

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