Virgin Media founder Richard Branson has called on internet service providers to be more honest about the broadband speeds they offer.
The tycoon has hit out at rival broadband providers (ISPs) for promising download speeds they cannot realistically expect to deliver.
Speaking to Your Money, he said UK consumers are paying for super-fast broadband but "receiving a service stuck in the slow lane".
"Faster broadband means better broadband whether you're surfing the web, watching TV online, downloading music or playing games," Mr Branson commented.
He is now urging customers to sign an online petition geared at stopping the "broadband con", and encouraging better marketing practices.
"I'm challenging all broadband providers to be honest with their customers and ask people to add their voice to the campaign," Mr Branson stated.
Media regulator Ofcom recently warned UK ISPs about advertising their broadband deals using exaggerated download capabilities, while the Advertising Standards Authority is currently reviewing the rules relating to ISP promotions.