Ofcom targets broadband speed claims

The communications watchdog Ofcom this week warned of “a growing gap between the actual speeds delivered and the speeds that some ISPs use to advertise their services”.

The regulator’s research into broadband speeds during May found that the national average had increased 25% from 4.1Mbit/s to 5.2Mbit/s. But the actual speeds achieved tended to be lower than those advertised, noted Ofcom chief executive Ed Richards, who put forward a new industry code to ensure consumers were given accurate information when they signed up for a broadband service.

Ovum technology and comms analyst Matthew Howett welcomed a tightening of marketing standards in the industry and the clarification of statements about “up to” broadband speeds and “unlimited” data tariffs that rarely live up to their claims.