We use cookies to provide you with a better experience. If you continue to use this site, we'll assume you're happy with this. Alternatively, click here to find out how to manage these cookies

hide cookie message
80,259 News Articles

Ofcom's consumer panel wants 'up to' speeds banned

Regulator's submission suggests 'typical speeds'

Ofcom's Communications Consumer Panel (CCP) is calling for 'up to' speeds to be banned in broadband advertising as the phrase is "no longer credible".

In a submission to the Committee of Advertising Practice (CAP) and the Broadcasting Committee of Advertising Practice (BCAP), which are currently investigating broadband advertising at the request of the Advertising Standards Authority (ASA), the regulator called for 'up to' speeds to be "replaced by some type of typical speed descriptor".

"This descriptor must be clear and simple to ensure consumers are able to understand which speeds they are likely to receive from different types of service. The descriptor must be short, use a single speed and indicate that the speed achieved is not the same for all."

The consumer panel said using the two descriptors together was likely to confuse Brits.

"Consumers are likely to see the two descriptors as contradictory, which could lead to further confusion and scepticism," the submission said. To ensure Brits are not confused, the CCP recommends concentrating on a single speed obtained by the majority of customers.

See also: Ofcom: average broadband speed is 5.2Mbps

IDG UK Sites

Best Black Friday 2014 tech deals: Get bargains on smartphones, tablets, laptops and more

IDG UK Sites

Tomorrow's World today (or next year)

IDG UK Sites

See how Trunk's animated ad helped Ade Edmondson plug The Car Buying Service

IDG UK Sites

Yosemite tips: Complete Guide to OS X Yosemite