UK broadband providers must act in good faith when advertising broadband speeds, according to one internet service provider.

Commenting after media regulator Ofcom announced plans to review UK broadband speed claims, O2's Head of Home and Broadband Felix Geyr called on the industry to target best practice, reports ISPreview.

He stated that O2 is already committed to only offering its customers what they can achieve through their broadband connection, claiming that misleading customers over speed is "unacceptable".

"If you can only get 6Mb then we will only sell you our standard package. If you can get 20Mb then you can choose from any of our packages," Mr Geyr said.

"However, I do wonder whether it is time to review the way we sell broadband in general."

He added that ISPs need to make broadband packages "clearer and more straightforward" for customers.

Last month, Ofcom announced plans to investigate whether or not a digital divide is emerging in Northern Ireland, where some consumers have access to super-fast speeds and others claim to struggle for connectivity, reports the BBC.