Broadband providers across the UK should be more accurate about the speeds they offer consumers, according to Kingston Communications (KC).

The telecoms organisation has made the call after its subsidiary Karoo published a map highlighting the speeds it offers in its region of coverage in Kingston-upon-Hull and the surrounding areas.

It is has been suggested that the main problem is that providers continue to use "up to" estimates when discussing speeds in marketing.

Nick Thompson, Director of Consumer and Publishing Services at KC, said: "One of the most frustrating aspects for consumers is that the service they sign up for doesn't always match the 'up to' speeds that are advertised by broadband providers."

He added that the firm was asking other broadband providers to follow its lead.

News of the issue has come around a week after Virgin Media confirmed plans to launch new 100Mb broadband services before the end of 2010.