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The UK's advertising watchdog has said complaints about broadband speed claims in ads have fallen by half in the last few years.

Earlier this week, Virgin Media called on the Advertising Standards Authority (ASA) to revise its rules on advertising internet connection speeds, to help people properly compare different broadband offers.

The regulator has therefore responded by saying it has toughened up the advertising code to address this issue, which led to an improvement in the clarity of speed claims.

Guy Parker, Chief Executive of the ASA, said the number of complaints it received on the matter subsequently dropped by half.

"The market has moved on and relatively few broadband ads now mention specific speeds," he commented.

Nevertheless, Mr Parker said the ASA remains open to considering and responding to good evidence that people are still being misled.

Virgin Media believes a tighter system must be introduced as the existing rules mean firms can advertise a headline broadband speed if it is available to just ten per cent of customers.

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