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UK broadband speeds continue to be slower than advertised, a new study has suggested.

Research conducted by the Guardian indicated that customers are paying for services that are more than 40 per cent slower than advertised.

The news provider suggested that some customers continue to be "short-changed" by broadband providers, who promise faster connections than they can provide.

According to the study, the average broadband customer is paying for an average of 12Mb, but receiving download speeds of just 7Mb.

"Readers complained of broadband blackspots in city centres, of exposed copper lines that fail in bad weather and of having to move businesses out of homes because of poor connections," the Guardian stated.

Ofcom has been eager to clamp down on exaggerated headline speed claims, in a bid to increase transparency for customers selecting broadband deals in the UK.

Under new broadband advertising rules, service providers can only claim 'up to' speeds if at least ten per cent of users are receiving them.

Speaking to the news provider, a spokesperson for Virgin Media said the firm has "long argued for greater clarity in broadband advertising".

"While the changes in April were long overdue yet welcome, we've seen [broadband providers] continue to hide behind generic terms or catch-all claims," they stated.

"We are committed to continuing to lead this industry which is why we only advertise speeds that our customers can reasonably expect to actually receive."

Meanwhile, a spokesperson for Sky said the service provider now focuses on promoting unlimited download allowances rather than headline speeds.

"All the evidence points to customers responding very positively to the service we offer," he told the news provider.

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