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Hyperoptic has criticised broadband providers for "misleading" customers over the speed of their services.

According to Steve Holford, Chief Customer Officer at Hyperoptic, misrepresenting broadband speeds in advertisements is "creating a trust issue with consumers across the UK".

However, he said he is "proud" that his company "delivers the broadband speeds that it says it will".

"We will stand by our promises that customers will get what they have paid for," Mr Holford commented.

His comments come shortly after the Committees of Advertising Practice opened a consultation on how broadband speed advertising can be improved and made more reflective of the service that consumers are likely to receive.

Providers are currently allowed to advertise broadband speeds if they are available to ten per cent of their customers.

However, the Advertising Standards Authority is concerned that this could potentially mislead people, with the majority of customers possibly not getting the speeds they expected.

Mr Holford said Hyperoptic's transparency over broadband speeds is one reason it has been shortlisted for four honours at this year's Internet Services Providers' Association (ISPA) awards.

The company is in the running in the Best Superfast Broadband, Best Business Broadband and Best Consumer Customer Service categories, while Chief Executive Dana Tobak is up for the Executive of the Year gong.

“We are thrilled to be once again recognised at the ISPA Awards," Mr Holford said.

"We are committed to giving consumers and businesses a premium broadband service. However, even though our speeds and services are the best in the market, our prices remain industry standard.

"It’s wonderful to have this approach recognised by our trade association for providers of Internet services and we hope that eventually the rest of the industry follows our example."

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