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A leading campaign group has reiterated the importance of honest broadband advertising.

Commenting after Ofcom reported a significant leap in the average UK download speed to 7.6Mb, Adam Scorer, Director of Policy and External Affairs at Consumer Focus, reiterated the importance of marketing best practice.

He said it is "good news" that consumers are receiving faster broadband speeds, but there is often still a gap between those promised by service providers and those accessible to end users.

"People don't expect to pay for what is advertised as a fast lane service and get a slow lane delivery," Mr Scorer stated.

"Customers expect products to do what they say on the tin. It is disappointing that broadband suppliers are still using advertising that can mislead customers."

He expressed hope that new rules from the regulator coming into effect in April will tackle the problem once and for all.

Enforcement action should be taken against any company which isn't upfront and honest, Mr Scorer suggested.

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