Ofcom has asked ISP (internet service provider) bosses to be a little less, er, enthusiastic in the way they advertise broadband packages.
We all know that factors such as the distance from the exchange and the quality of the wiring mean that an '8Mbps' (megabits per second) connection will only rarely (if ever) reach such heady heights. But it could. No really, it could.
And despite the fact that we all shrug and accept the 'up to' speeds upon which broadband is sold, the great British public has begun grumbling over the advertising of broadband speeds.
Ofcom Consumer Panel chairman Colette Bowe has had enough, deciding that the time has come to strike back. With, er, a letter.
Writing to the CEOs of the six biggest ISPs in the country Ms Bowe said: "We are of course aware of the technical reasons for the 'up to' terminology that you use.
"I would however like to have your views about how these technical issues might be better addressed in terms of giving clearer information to potential customers."
Sadly, as a mere advisor to Ofcom - the Government's telcom's regulator - the Ofcom Consumer Panel has no power to do anything but make a noise. But it's at least doing that, and Ms Bowe's suggestions make a lot of sense.
For instance, the Ofcom Consumer Panel wants a longer cooling-off period for new customers, and for ISPs to advise consumers of the 'likely' broadband speeds they will enjoy (or endure). This way people will be able to cancel a contract if the service is poor, and know better what to expect in the first place.
Which makes a lot of sense to me.