The majority of consumers are unhappy with how broadband providers advertise their speeds, a new survey has found.
Broadband providers can currently advertise a headline speed if it is achievable by at least ten per cent of customers.
However, 80.8 per cent of consumers polled by ISPreview.co.uk said they feel this approach can be misleading.
As a result, many believe that advertised speeds should be based on what is achievable by a much greater proportion of customers.
For instance, nearly half said the headline speed should reflect what 75 per cent of customers receive, while almost a quarter said a 50 per cent proportion would be reasonable.
Just 7.8 per cent of respondents believed the existing rule was fit for purpose, while 14.5 per cent backed a different method of determining a headline speed altogether.
The poll also found that most consumers want the Advertising Standards Authority (ASA) to adopt tougher rules to improve how broadband speeds are promoted.
Eighty-nine per cent said the watchdog needs to adopt a stronger line to prevent the public from being misled.
The survey comes shortly after the Telegraph reported that the ASA is planning to review the ten per cent rule and will consider alternative ways in which broadband providers can present speed information.
A number of different approaches are being looked at, including increasing the proportion of customers who can receive certain speeds before they are promoted and forcing companies to advertise average rather than top speeds.