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Telecoms supplier BT has urged internet service providers (ISPs) to adopt more transparent practices when it comes to advertising speeds.

Following a recent poll by Point Topic which found that 96 per cent of UK broadband customers were failing to receive headline speeds from the six biggest suppliers, BT has commented that there needs to be a uniform practice in the way data transfer rates are advertised.

The Daily Mail notes that Sky came closest to providing advertised speeds, followed by Virgin and Tiscali.

Guy Bradshaw of BT Wholesale told BBC News: "The industry needs to join together with Ofcom to agree a set of principles as to how these messages should be communicated."

Cameron Rejali, managing director of products for the company, also commented, stating that BT aims to inform its customers that speeds experienced will vary depending on a number of factors.

Mr Rejali concluded that broadband the market "will punish" those ISPs that are failing to make this clear.

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