Could the days of broadband bundle advertisements containing tantalising 'up to' download speeds be at an end?
According to Anna Bradley, a broadband bundle expert and Chair of the Communications Consumer Panel, internet service providers (ISPs) are already under pressure from regulators like Ofcom to stamp out the practice of advertising their broadband bundles with 'misleading' connection speeds.
Ms Bradley told the Independent: "The current approach of advertising 'up to' broadband headline speeds is no longer credible or sustainable and is causing widespread scepticism amongst consumers."
She added that the industry needs to replace 'up to' speeds with typical, or average download rates.
ISPs should have to verify their claims with robust connection speed rates, she concluded.
Recently, Virgin Media announced that its super-fast broadband deals were growing in popularity amongst UK consumers.
The firm is expecting to roll out 100Mb broadband to more areas across the UK in the coming year.