UK telecoms regulator Ofcom has demanded transparent advertising practices in the promotion of broadband speeds.

Speaking to a parliamentary select committee, chief executive Ed Richards said that misleading advertisements were a "near-term" problem that needed to be addressed immediately.

Internet service providers have around three weeks remaining to comply with voluntary guidance set out by the regulator that aims to better inform users of speeds likely to be achieved, the Independent reports.

"We would like to be able to get the industry to sign up within the next few weeks ... if the providers do not agree we will have to move to a mandatory code," Mr Richards said.

He added that compulsory compliance would take much longer to enforce and is an undesirable option as the problem needs to be resolved quickly.

Earlier this month, Ofcom launched a consultation to examine how high-speed broadband services will be deployed in the future, with proposals to incorporate fibre-based broadband capabilities into all new home and business developments.