Regulators should be wary of imposing overly restrictive rules on broadband package advertising, it has been claimed.
Nicholas Lansman, Secretary-General of the Internet Service Providers' Association (ISPA), was responding to calls for a rule change on the promotion of broadband deals.
On a host of occasions in recent years, the Advertising Standards Authority (ASA) has stepped in to ban adverts it believes are misleading to the public.
Very often, concerns relate to the advertising of broadband capabilities, including the average download and upload speeds subscribers receive.
Critics say broadband providers should be forced to provide clearer, more specific information on quality of service in their marketing material.
But doubts remain over their ability to do so in every instance.
Speaking to the BBC, Mr Lansman said ISPA supports efforts to boost transparency within the industry.
However, he claimed it is not always easy to establish the speeds individual consumers will actually receive.
"A variety of factors can affect speeds outside of a [broadband provider's] control, including customers' internal wiring and equipment," Mr Lansman stated.
On this basis, he said ISPA would caution against too restrictive rules on broadband advertising.