Technology analyst Ovum has announced its support for the recently introduced code of conduct setting out broadband advertising standards.

However, the group pointed out that while advertising practices need to be made clearer to ensure customers are on the right tariff, many UK broadband providers do not offer lower speed broadband services.

It noted that throughout Britain and globally, many broadband providers have resorted to universal "up to" tariffs to simplify things for consumers.

"In order for broadband service providers to comply fully with this code many will have to rethink their broadband tariff structure," the group suggested.

Ovum concluded its report by suggesting that in opting for more accurate tariffs, consumers may find they are placed on packages that do not offer the same unlimited usage allowances of some current products.

Some 37 internet service providers have signed up to the voluntary code of conduct, which was announced earlier this month.