Hull-based internet service provider (ISP) Karoo has backed calls from Virgin Media for greater transparency over broadband speeds.
Nick Thompson, Director of Consumer Services at KC – the ISP's parent company - said broadband providers across the UK need to reveal the precise download capabilities of their packages if consumer trust is to be regained.
"When it comes to broadband, the need for speed is key for consumers, and the demand for bandwidth-hungry apps is only going to increase in the future," he told ISPreview.co.uk.
"People are simply fed up of being hoodwinked by headline grabbing up-to speeds that fail to deliver in reality."
Mr Thompson noted that KC was leading the way in improving transparency within the broadband industry through its interactive speed map.
This allows users to check the broadband speed and performance of existing ISP subscribers in their street, simply by inserting their postcode into an online engine.
"We also make our download limits clearly available to customers and have actually recently increased usage allowances," Mr Thompson added.