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Telecoms regulator Ofcom has welcomed forthcoming changes in broadband speed advertising regulations.

Earlier this week, the Advertising Standards Authority (ASA) told broadband providers to ensure future speed claims in ads are based on average speeds at peak times.

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

However, the ASA has been concerned for some time that this could potentially mislead people, with the majority of customers possibly not getting the speeds they expected.

Following a consultation by the Committees of Advertising Practice (CAP), the watchdog is therefore imposing new rules, which state that advertised speeds should be based on the download speed available to at least half of customers at peak times and described in the ads as "average".

Commenting on the move, Ofcom's Consumer Group Director Lindsey Fussell said: "We've been backing this change, which will help close the gap between what broadband shoppers expect and what they actually receive.

"Similarly, we're improving the information people get before taking out a broadband contract so they can buy with confidence."

The Internet Services Providers’ Association has also expressed its support for the move, as it believes it is "an important way of providing consumers with clear and accurate information".

Andrew Glover, Chair of the body, said: "The new rules mean consumers have a number of tools at their disposal to make an informed choice about which ISP or broadband service is right for them."

The new rules take effect from May 23rd 2018, which means the sector has six months to prepare for the changes.

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