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UK consumers are continuing to struggle with broadband advertising rules, based upon the findings of a new study.

Research conducted by found that 74.8 per cent of interviewees find broadband speeds advertising misleading.

Just 25.1 per cent of those surveyed said they fully understand how the speeds associated with particular packages translate into download capabilities.

Some 81.8 per cent of consumers said they find terms such as 'unlimited' confusing.

Historically, service providers have advertised broadband deals as offering 'unlimited' data allowances, even where fair usage policies are in place.

But under new Advertising Standards Authority (ASA) rules, broadband providers need to be more transparent over how much data subscribers can use in any given month.

Service providers also have to ensure they do not exaggerate the download speeds available to consumers.

Under the revised rules, firms can only advertise headline broadband speeds which are available to ten per cent of subscribers.

Just 57.6 per cent of those surveyed by said they are familiar with the new ASA rules, and just 51 per cent have read their service provider's terms and conditions.

Mark Jackson, Editor of the news provider, said the ASA guidelines, when combined with Ofcom’s existing Speeds Code of Practice 2010, were designed to help consumers but clearly many people continue to have concerns.

"Consumers would naturally also benefit from educating themselves about the rules as some, such as Ofcom's code, require [broadband providers] to put real effort into resolving related problems."

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