Be Broadband has launched its new More Than 8meg campaign, aiming to convince customers that they can acquire faster connections by jumping on board.

Rather than advertising the 'up to' speeds shown by many providers, Be are inviting customers to make use of a speed estimation tool which claims to calculate the actual speed users will enjoy.

While Be cites buffering on video streaming sites, slow downloads, lost connections and throttling as 'broadband hell', the provider now says it leads the way to 'broadband heaven'.

"As Be offers currently offers the fastest broadband in the UK according to many independent sources, for many customers this will mean they can get more than 8meg," said Felix Geyr, managing director of Be Broadband.

"We look forward to offering more of the UK's broadband customers our excellent service and welcoming them to broadband heaven."

Consumer watchdog magazine Which? has given Be Broadband an 85 per cent satisfaction rating.