New broadband advertising guidelines still giving consumers unrealistic expectations, says

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UK broadband providers have updated their advertised broadband speeds in response to new guidelines, but according to the new figures will be as meaningless as ever for most consumers.

Our advice would be to use a broadband postcode checker on a site like to get estimated speeds for their area, or to check with the providers directly.

New broadband advertising guidelines for broadband speeds from the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) came into force on Sunday 1 April 2012.

Under the guidelines broadband providers can now only quote a maximum advertised “up to” speed if they can prove that at least 10% of their customers can achieve said speed. But according to the new figures will prove just as meaningless for the majority of UK consumers.

Following the introduction of the guidelines both BT and Sky reduced their “up to” advertised speeds on Monday 2 April, from 20Mb to 16Mbps, and 14Mbps respectively. The advertised speed of BT Infinity fibre optic broadband was reduced from up to 40Mbps to 38Mbps.

By Wednesday, Plusnet had followed suit and changed their advertised speed to up to 16Mbps, while other providers - including Eclipse, O2 and TalkTalk - chose to simply remove any mention of broadband speeds from their listings altogether.

Paul France from, an Ofcom approved price comparison site, said, “Consumers should be aware that the providers’ advertised ‘up to’ speeds are a guideline only. Our concern is that the new speeds will be just as meaningless for most potential customers.”

“Our advice would be to use a broadband postcode checker on a site like to get estimated speeds for their area, or to check with the providers directly.”

Information For Editors

First launched in 2005, is an Ofcom approved comparison site which provides free, accurate and completely impartial information allowing consumers to quickly and easily compare the costs and features of a wide range of broadband, TV and phone packages. always aim to give consumers:

Clear, concise and completely impartial comparison listings
Accurate and up-to-date prices
True costs with no hidden charges
Relevant news and useful information is operated and owned by Existent Ltd, a private and independent online media company. Existent Ltd is registered in England and Wales with Company No 06067127 and VAT Registration 902504171.

To contact Existent Ltd, 50 Elms Business Centre, Main Road, Stafford, ST18 0XE. Tel: +44 (0)845 163 7893.

Email: press(at)cable(dot)co(dot)uk.
Contact Name: Dominic James
Company: Existent Ltd
Contact Email: press(at)cable(dot)co(dot)uk
Phone: +44 (0)845 163 7893
Company Website:

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Existent Ltd
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