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Broadband News Story


80% of UK broadband users are fed up of misleading broadband adverts

Published: 15/02/2017 by Comments

It appears that broadband companies are all talk, whether through TV, radio or magazine, they are continuously selling a product that they are unable to deliver.

Their appealing, glamorous advertisements claiming that customers will have access to the highest speeds, watch their favourite films and listen to their favourite tracks without interruption appears to be an outright lie.

A study conducted by has revealed that more than 80% of internet users are tired of being misled by internet service providers.
At present, as long as 10% of customers are getting the speeds that ISPs advertise, they are still entitled to advertise that speed even though 90% are getting something far less.

Dan Howdle, a consumer telecoms expert says: “Broadband is the only service you can purchase and not get what you pay for but still have to pay for it. I don’t understand how these companies are getting away with this.”

The advertising loophole is that they don’t actually promise that exact speed and use the words “up to” to refrain from incriminating themselves. 

The study discovered that consumers want to prevent companies from advertising an “up to” speed unless two thirds of customers actually have access to the speeds advertised.
Customers are not in this alone, The Advertising Standards Authority (ASA) have got involved and are advocating for broadband companies to change the way they advertise their speeds. The Committees of Advertising Practice (CAP) will be publishing a report later on in the year concerning advertising guidelines.

For those who are in the bottom 10% in terms of their connection speeds, they can cancel a 12 to 18 month contract without facing penalty charges if they are not happy with the service they are getting.

Howdle warns customers to read the small print on a contract to avoid getting trapped into paying for a service that is not providing what you were expecting.

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