Sky has announced it is to introduce average download speeds in its advertisements.
Providers are currently allowed to advertise broadband speeds if they are available to ten per cent of their customers.
However, Sky believes publicising average download speeds will enable customers to more accurately assess and understand the speeds they can expect before making a purchase.
"Sky leads the industry by being one of the first UK broadband providers to give customers what they want," the provider said.
Last month, the Advertising Standards Authority (ASA) confirmed new rules on advertising broadband speeds are likely to be introduced in 2017.
The ASA believes allowing broadband providers to promote speeds that are achievable by just ten per cent of customers is potentially misleading and means the majority do not get the speeds they expected.
Guy Parker, Chief Executive of the watchdog, commented: "Speed claims in ads contribute to consumers’ expectations of the broadband speeds they’ll receive, but their expectations are not being met. That needs to change.”
Sky has kicked off this new approach to advertising by stating upfront that its new Sky Fibre service offers UK average download speeds of 34Mbps.