‘Clarity’ needed from broadband advertising

Broadband providers have been urged to provide more “clarity” with their advertising.

Research director at JupiterResearch, Ian Fogg claimed in a recent interview that more needs to be done to distinguish what broadband speeds are actually achieved by different providers.

He told BBC Radio 5: “It’s in the interests of the consumer to have clarity about how broadband is described and marketed.”

Mr Fogg also noted that around 38 per cent of consumers are unhappy with the current speed of their connection, despite companies charging more for a “better-quality service”.

Research by Computeractive magazine last year revealed that 62 per cent of users received less than half their provider’s advertised speed on a regular basis.

Virgin Media recently had an advertising campaign banned by the Advertising Standards Authority after a complaint by BT.