Commenting on the ASA’s changes to the way broadband speeds are advertised from tomorrow, Ewan Taylor-Gibson, broadband expert at Uswitch.com says: “Under new ASA rules, the way broadband speeds are advertised is changing.
“Previously, broadband providers could advertise the older ‘up to’ speeds if they were available to at least 10% of customers at any time of day. The new average speeds must be available to at least 50% of customers at peak time, which refers to when the highest number of people are online.
“For consumers, this means the speeds they might see could look quite different. It’s important to note that services have not changed, it is simply that the way to calculate these speeds has changed.
“While this move goes some way to help reduce dissatisfaction, what broadband users really need is the ability to easily figure out what speeds they can get at their own home. Until the industry starts to offer property specific broadband speeds earlier in the purchasing journey – such as at the point of comparison – we still risk some consumers being left confused or disappointed.”
For more information on what the ASA changes mean, please visit:
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Claire Jones
Phone: 020 7148 4663
Email: Claire.Jones@uswitch.com
Twitter: @uswitchPR
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