closedownarrowlogo-verticalmenu-barsearch Skip to main content
Jump to navigation
sky average ad

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.

Join the conversation

comments powered by Disqus

Stay up to date

  • Google+ Follow uSwitchTech
  • Subscribe to our RSS feed

Latest Comments

  • Sandy Birch 1 day ago BT Vision customers to get free... There are 2 links offered on the invitation letter to get a new YouView+ upgrade. bt.com/btswap does...
  • Dilson Von Belper 3 days ago BT Smart Hub review I agree ..but I called BT and had such a fight, many calls back and forward to India and South Shields ,...
  • Melanie Jane Shields-Appleton 3 days ago Ofcom unveils plan to bring... Hi David, I moved a 3 year old house on the 5th April, I was assured by BT I would get fibre but once I...

Search news