Advertised Broadband Speeds
Do you think your broadband download speed is not as fast as promised in your supplier’s advertising? Public consultation in the UK has discovered that the current guidelines for broadband advertising need tightening to create more clarity and help consumers make the right decision when choosing their broadband supplier.
It’s an issue that has been looked at carefully by advertising watchdogs the Committee of Advertising Practice (CAP) and the Advertising Standards Authority (ASA) and they have introduced new guidelines, which came into effect on 23 May, aimed at creating greater transparency in broadband speed advertising.
Locally the Jersey Consumer Council has been working with Trading Standards and Channel Islands Competition and Regulatory Authorities (CICRA) to ensure that the guidelines are followed here.
The new guidelines – key points:
- Download broadband speeds should only be described as ‘average’ and must be available to at least 50% of customers at peak times;
- Telecom companies should, wherever possible, promote their speed checking services in their ads;
- Broadband speed advertising will be more transparent;
- Consumers will be better informed enabling them to choose the right broadband service for their needs, whether at home or for business.
The move has been broadly welcomed by broadband providers, consumer bodies such as the Jersey Consumer Council and Trading Standards, and telecom regulators CICRA.
CICRA Director Louise Read said, “This positive change in the way operators can advertise broadband speeds brings greater clarity for consumers looking to make decisions about what they want from their broadband and the service they can expect”.
If you don’t think your broadband speed is as it should be, you should first of all talk to your provider. You can carry out a speed test using the online checker available on your provider’s website or ask them to carry out the test for you. If you’re not happy with the response you get, you can contact Trading Standards on 448160 or email firstname.lastname@example.org to investigate further.