Consumer Panel wants ‘up to’ broadband ads scrapped

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Internet service providers (ISPs) have been told to stop using “up to” in adverts for broadband speeds as the term has been deemed misleading.

The Communications Consumer Panel wants ISPs to use clearer language rather than continuing to make claims of speeds which are often unobtainable for customers.

“The current approach of advertising 'up to' broadband headline speeds is no longer credible or sustainable and is causing widespread scepticism amongst consumers," said panel chair Anna Bradley.

She suggested a “typical speed description” detailing the average connections received by customers, would be a more fitting method of advertising the technology to the public.

The panel made the statement following the Advertising Standards Authority’s (ASA) consultation of the use of the words “up to” – due to finish at 5pm today.

It has in turn asked for the ASA’s Committees of Advertising Practice (CAP) to form a straightforward template for ISPs to advertise, ensuring it becomes effortless for consumers to understand what adverts are promising to deliver.

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

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