Mobile broadband providers are set to become subject to tougher rules on broadband speed advertising, it has been announced.
The Advertising Standards Authority (ASA) and Committee of Advertising Practice (CAP/BCAP) has determined that dongle providers must soon follow the same guidelines introduced to combat misleading promotions, reports ISPreview.co.uk.
Tougher rules were introduced for fixed broadband providers on April 1st 2012 after a number of reports indicated that some consumers were not receiving anywhere near the headline download speeds on their package.
Broadband providers must now be able to demonstrate that advertised speeds are achievable by at least ten per cent of users.
Speed claims must also be accompanied by a warning that some consumers' speeds may fall some way short of what they expect from their provider.
In a statement, CAP and BCAP said they were "concerned" that further work was needed to ensure that the new guidance did not unfairly impact on mobile providers as a result of the "significant technological distinctions" between their platform and those of fixed-line providers.
"In making the revisions to the Help Note, CAP and BCAP have worked closely with the mobile industry and Ofcom," the bodies stated.
"The objective was to maintain the original principles of the Help Note, but to ensure that they could reasonably be applied to the specific circumstances of mobile data services."
When testing service speeds, mobile broadband providers are being urged to test network performance in a wide range of locations representative of where users access mobile data services.
These include indoor and outdoor locations and areas of different signal strength, the revised advice states.
Mobile broadband providers will be subject to tougher broadband speed advertising rules from November 1st 2012.