Virgin Media has reported that its average broadband speeds have gone up over the last year.
According to the latest figures, Virgin's average download speed at peak time for its 50Mbps product stood at 51.84Mbps in January 2018 - up from 45.94Mbps a year earlier.
Meanwhile, the average speed for the 100Mbps tier went up from 87.23Mbps to 101.25Mbps, while speeds for the 200Mbps tier rose from 157.58Mbps to 192.03Mbps.
The findings are interesting in that they show many of the provider's average speeds are actually faster than the advertised headline rate.
As a result, Virgin Media finds itself in a strong position ahead of the introduction of changes in broadband speed advertising regulations.
Last year, 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 expect.
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".
Speaking to ISPreview.co.uk, a Virgin Media spokesperson said: "Virgin Media continues to invest in network upgrades to make sure our customers get the fastest widely-available broadband speeds throughout the day - and we’re about to get even faster with the upcoming launch of 350Mbps.
"With the majority of our customers now getting speeds at peak times above those advertised, this investment is clearly making a difference."