Uswitch comments on CAP announcing changes to the way broadband speeds can be advertised
Commenting on the Committees of Advertising Practice (CAP) announcing changes to the way broadband speed claims can be advertised, Richard Neudegg, Head of Regulation at Uswitch.com, says: “Currently 90% of broadband customers can be left disappointed by a service that will seemingly fall short of the speed they’ve seen advertised. Today’s announcement from the Committees of Advertising Practice (CAP) should reduce the disappointment to 50% of customers from May 2018.
“Whilst this change might reduce the number of consumers that feel let down, the reality is that a national advert can never accurately communicate broadband speeds because speeds are so specific to your individual property.
“In order for the industry to deliver broadband services that better align with consumer expectations, providers need to allow for far more straightforward ways to quickly and easily compare the services and speeds available from different suppliers at their own home, side-by-side.
“While today’s announcement marks a step in the right direction, we hope to see the industry embrace more innovative transparency measures so that consumers can more easily identify the service that suits their needs.”
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Claire jones
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Email: claire.jones@uswitch.com
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