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Broadband providers have spoken out in support of the Advertising Standards Authority's (ASA) clampdown on download speed marketing.

Earlier this week, the regulator confirmed that service providers will no longer be able to advertise headline package speeds unless these can be achieved by ten per cent of consumers.

The change of policy came after an extensive investigation into broadband deal advertising practices across the sector.

Evidence was found to suggest that broadband providers have exaggerated the capabilities of their packages, misleading consumers over performance levels.

Jon James, Executive Director of Broadband at Virgin Media UK, described the new regulations as "a much needed and long awaited victory for consumers".

"The new rules are a big step in the right direction and the greater transparency will ensure people can make more informed choices," he added.

"Broadband providers will no longer be able to hide behind generic terms or catch-all claims which they simply cannot deliver."

Mr James said there needs to be "vigilant scrutiny" to ensure this is genuinely applied to all marketing and that the spirit behind this demand for change is upheld.

Meanwhile, a spokesperson for TalkTalk told ISPreview.co.uk that the firm is committed to "accurately representing" broadband speeds.

"TalkTalk was the first provider to ensure every customer gets an estimated speed for their line when they sign up," they explained.

"Our advertising does not focus on 'up to' speeds and we encourage potential customers to use our speed checker where we provide an estimate of the fastest speed their line can handle."

Adding his view, Mark Nichols, Head of Marketing at Be Broadband, described the guidelines as "welcome news" to broadband users.

The regulations are a shot in the arm for honesty and clarity from the broadband industry, he claimed.

"Confusion amongst consumers over speed and 'unlimited use' has long been to the detriment to our industry and it's great to see the ASA taking this positive step for us all," Mr Nichols added.

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