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TalkTalk has commended recent efforts to ensure broadband consumers are not misled by speed claims in ads.

Under the previous system, providers had been allowed to advertise broadband speeds if they were available to ten per cent of their customers.

However, the rules were changed on May 23rd to ensure speed claims in ads are based on the download speed available to at least half of customers at peak times.

Furthermore, broadband providers must describe the speeds stated as "average".

After several months with the new system in place, TalkTalk has said it supports efforts to simplify broadband speed claims.

Nevertheless, a spokesman told the Telegraph that while average speeds are a "useful guide", customers would rather be given a "guaranteed speed specific to their home".

"We already provide that at the point of sale, meaning customers can be certain about the speeds they will receive before they buy the product."

TalkTalk has also sought to offer greater certainty to customers by introducing Fixed Low Price Plans, which guarantee no mid-contract price hikes.

More than two million customers have so far chosen to take advantage of this offer since it was first introduced nearly two years ago.

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