Ofcom's new voluntary code of practice may lack the strength necessary to enforce fairer broadband advertising practices, ISPReview said.
Commenting recently, Mark Jackson, editor-in-chief at the independent online industry resource, noted that while the new changes were welcome, the method of enforcement may undermine some of its efforts to reduce false advertising practices.
"It's not entirely clear what happens when a member ISP fails to keep up its end; a lack of teeth to the agreement threatens its effectiveness," he said.
Furthermore, Mr Jackson suggested that instead of testing online speeds, an independent throughput test would give far more accurate indications of likely speeds.
Among the main features of the code introduced last week were providing customers at the point of sale with an accurate estimate of the maximum speed that the line can support and providing additional technical support to improve average data transfer rates.
Under the new rules, all sales staff will also have to be trained in order to provide full and fair information on likely speeds that can be achieved.
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