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Broadband providers 'misleading consumers over download speeds'
Marketing News |
27/07/2010
UK internet service providers (ISPs) have been criticised by the communications regulator for over-selling broadband services.
Research conducted by Ofcom has found that 97 per cent of consumers are failing to receive the broadband download speeds they signed up for.
Not only this, but as demands on the networks increase, the gap between the average advertised speed and that received appears to be growing.
While the average broadband package now offers a connection of 11.5 Mbps, consumers are able to enjoy downloads at just 5.2 Mbps, just 46 per cent of the speed advertised.
In May 2009, Ofcom found that consumers were enjoying connections offering an average of 4.1 Mbps, 58 per cent of the mean speed promised by marketing materials.
So while broadband technology has continued to develop, and on the whole people appear to be enjoying higher quality internet connections than they were last year, it seems they are not receiving the product they necessarily expected.
In order to combat bad practice within the broadband industry, Ofcom wants to introduce a new Code of Conduct for ISPs.
However, he noted that a range of factors can influence the quality of a home or business broadband connection, as it is "not a homogenous product".
"There are challenges of wiring, line length and interference and so on," he told the BBC.
"It's not as simple as taking an absolute standard product. It's a complicated product, more complicated than anyone imagined."
Mr Richards revealed that Ofcom had made its feelings known to the Advertising Standards Authority, which is now reviewing the way in which broadband products are marketed and sold.
"We do want to see clearer advertising and we make no secret about that," he stated. "We want advertising that is more meaningful to the consumer."
Posted by Jon Aspinell
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