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A new broadband code of practice will provide ISP customers with realistic expectations, it has been claimed.

The new broadband speed code will could also bring about a rebranding among some providers, according to an industry expert.

More than 95 per cent of broadband ISPs have signed up to the new Code of Practice on Broadband Speeds, published by the regulator last week.

Ofcom will be monitoring providers for the next six months to ensure compliance to the code, which remains a voluntary agreement.

Thomas Newton, lead content writer for marketing firm UK Web Media, claims that the new guidance will not necessarily improve service.

However, he added that "it will certainly mean that customers will have a better idea of what they're getting".

Customers may even "see some providers changing their prices or rebranding altogether in order to reflect better value for money," he added.

Preliminary research by Ofcom, due to be published in full during 2009, suggests that around one quarter of people do not receive the broadband speeds they expect from ISPs.

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