Virgin Media is pledging to wipe out unachievable speed claims for its customers.
The ISP said it hoped its National Broadband Best Speed Promise would encourage quality and transparency in the UK broadband market and was as result of the recent Ofcom report that revealed many Brits are being promised broadband speeds by their ISP, despite the fact the their lines cannot support them.
Virgin Media said under the new promise all future marketing for its ADSL broadband packages would guarantee customers "the fastest broadband we can give you" up to the limits of the broadband technology available.
Many consumers are confused by speed claims that are, at best, misleading and, at worst, disingenuous. I hope our National Broadband Speed Promise will help people choose the product that's right for them and set a new standard of transparency for the whole industry," said Virgin Media CEO Neil Berkett.
The ISP also said it has upgraded its ADSL service to offer customers faster speeds at no extra cost and customers were being given the option to purchase a phone line direct from Virgin Media rather than another operator.
See also: Virgin plans unlimited music downloads