Which?: broadband ads should not mislead customers
Which? has commented on the broadband advertising guidance for marketers unveiled by CAP today.
Richard Lloyd, executive director of Which?, said: "Broadband providers have just been given the green light to mislead consumers. The rules say that providers don't have to state what range of speeds most of their customers experience. That means advertising campaigns can now be based on the experience of a privileged few. If just one in 10 customers get access to the top speeds advertised, that's within the guidelines.
"The clamp down on 'unlimited' claims also hasn't gone far enough. 'Unlimited' should mean unlimited at your normal broadband speed, but Internet Service Providers will be allowed to slow down a supposedly 'unlimited' connection once a customer goes over a certain threshold.
"Ofcom should step in where the advertising regulators have failed, and make sure consumers can't be misled about the broadband service they're paying for."