09/05/2017
Options to strengthen the current guidance on broadband speed claims in advertising have been published for consultation by the Committee of Advertising Practice and the Broadcast Committee of Advertising Practice after recent research found it had the potential to mislead consumers.
‘Consultation on speed claims in broadband advertising’ sets out four options for speed claims that are achievable by many or most customers, as opposed to ‘at least 10% of customers’ as specified in the current guidance.
The options are
- peak time median download speed
- 24 hour national median download speed
- range of peak download speeds available to the 20th to 80th percentile of users
- range of 24 hour national download speeds available to the 20th to 80th percentile of users
Each option would also require any advertisement making broadband speed claimsto urge potential customers to check the speed they are likely to receive with the broadband provider.
In addition to views on the 4 proposed options, CAP and BCAP will welcome other suggestions that both help prevent consumers from being misled and better manage their expectations about the broadband speed they are likely to receive.