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The broadband deal advertising 'arms race' has been going on for far too long, according to one leading internet service provider (ISP).

KC Broadband has welcomed the concerted effort by telecoms regulator Ofcom, the Committee of Advertising Practice and the Advertising Standards Authority to stamp out the suspect practice of advertising broadband deals with misleading 'up to' claims.

Nick Thompson, KC Broadband's Director of Consumer Services, said that the latest report from Ofcom "makes for interesting reading" and explains in no uncertain terms why many broadband bundle subscribers are disappointed with the levels of service they are receiving from their ISP.

Mr Thompson welcomed Code of Practice revisions that would halt the use of 'up to' speed advertising.

"KC has long been a champion of greater transparency on this issue, with our KC speed checker showing the actual broadband speed a customer can expect from us based on their postcode," Mr Thompson concluded.

Ofcom's latest broadband report shows that many ISPs' advertised speeds are twice that of the actual real-world speeds achieved over the majority of internet users' broadband connections.

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