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ISPs listed speeds drop up to 41% after UK requires accurate advertising

Advertised broadband speeds should actually be realistic, UK tells ISPs The analysis was conducted by Which?, a brand name used by the Consumers’ Association, a UK-based charity that does product research and advocacy on behalf of consumers. “BT, EE, John Lewis Broadband, Plusnet, Sky, Zen Internet, Post Office, SSE, TalkTalk, and Utility Warehouse previously advertised their standard (ADSL) broadband deals as ‘up to 17Mbps,'” the group noted in its announcement on Saturday. “The new advertised speed is now more than a third lower at 10Mbps or 11Mbps.” “TalkTalk has completely dropped advertising speed claims from most of its deals,” the consumer group also said. “Vodafone has also changed the name of some of its deals: Fibre 38 and Fibre 76 are now Superfast 1 and Superfast 2.” “Up to” speeds must be accurate half the time The new rules were implemented in May by the Committees of Advertising Practice, the UK ad industry’s self-regulatory body. Which? said it had been “campaigning for an advertising change since 2013.” Previously, ISPs were allowed to advertise broadband speeds of “up to” a certain amount, even if only one in 10 customers could ever get those speeds, Which? wrote. “But the new advertising rules mean that at least half of customers must now be able to get an advertised average speed, even during peak times (8-10pm),” the group said. The entry-level speed tiers were apparently the least accurate before the rule change. While advertised speeds dropped the most on entry-level tiers, there were drops in higher-speed tiers as well.

For the original version including any supplementary images or video, visit https://arstechnica.com/tech-policy/2018/08/isps-listed-speeds-drop-up-to-41-after-uk-requires-accurate-advertising/

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