The Advertising Standards Authority (ASA) has outlined a number of proposals as part of its bid to improve broadband deal marketing practices.
Last year, the regulator announced plans to investigate broadband speed advertising practices, amid concerns that internet service providers (ISPs) were exaggerating the download speeds and usage allowances available to consumers.
A number of options have been proposed by the ASA, in a bid to clarify the advertising codes and improve practice within the industry.
Where broadband speeds are concerned, the regulator said it could maintain existing policy, or ensure advertised speeds are available to a certain proportion of subscribers – with ten per cent or 50 per cent the two suggested alternatives.
The ASA said it could also force ISPs to publish the range of speeds expected across household connections, or simply highlight the typical speed capacity of particular deals alongside the theoretical maximum in any advert.
In addition, broadband providers would be required to qualify advertised speeds with 'up to', include references to factors which may detract from broadband quality, and inform customers that they can check their anticipated download speed at the point of sale.
For the next month, these ASA proposals will be subject to a public consultation, allowing ISPs, consumers and other stakeholders to influence the final report.