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Broadband providers will be forced to be more transparent over broadband speeds, as tighter controls on marketing are introduced.

According to the Independent, the Advertising Standards Authority (ASA) has completed an eight-month investigation into broadband promotions and is set to publish its report.

The news provider said that, under the new regime, the regulator will only allow broadband providers to advertise speeds which can be accessed by ten per cent of customers.

This represents a "significant tightening" of existing policy, it added.

Earlier this year, Ofcom criticised UK broadband providers for misleading consumers over the capabilities of individual broadband packages.

The regulator criticised firms for making unrealistic promises about download speeds in their advertising material.

"We would like to see clearer information provided to consumers which more accurately reflects the likely speeds they will actually receive," said Ofcom Chief Executive Ed Richards.

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