New rules on how broadband speeds are advertised need to be put in place, a consumer group has stated.
This week, the Advertising Standards Agency (ASA) warned that broadband providers’ advertisements will have to make pricing clearer in future.
According to Which?, this is "a step in the right direction". However, the consumer group said the advertising of broadband speeds "must also be tackled".
It has called on sector regulator Ofcom to work with the ASA, the Committee of Advertising Practice and the Broadcast Committee of Advertising Practice and draw up an action plan to improve how broadband speeds are advertised.
Which? stated that broadband providers must be required to only advertise speeds that the majority of their customers can receive.
Furthermore, it believes they must be more transparent about how many people are actually able to receive the speed being advertised.
The consumer group has also urged Ofcom to publish data on what proportion of customers receives the advertised speed at least once a year, along with details on the average speed they receive compared with the advertised speed.
Richard Lloyd, Executive Director of Which?, commented: "Broadband is an essential part of life and millions of homes are not getting the speed they expect.
"We want the advertising authorities and the regulator to change the rules and ensure consumers get the speeds they are promised by their provider."
This comes after Which? revealed that as many as three-quarters of households across the UK are not receiving the broadband speeds promised by advertisements.
A report by the consumer group found that as many as 15.4 million households had paid for packages with advertised speeds that were unachievable.
Tests found that only 17 per cent of homes were achieving advertised speeds, with that number sinking lower during peak evening hours.