Virgin Media says it's not right to advertise broadband speeds that most people cannot get

The 'misleading' nature of ads for broadband services has been the subject of debate for some time. The 'up to' figures put forward in relation to speed are often so open to interpretation as to render them meaningless. Customers have had enough, and now Virgin Media is ready to fight on their behalf.

Current rules enforced by the Advertising Standards Authority (ASA) permit UK ISPs to make claims about broadband speeds, even if just 10 percent of customers could receive these speeds. Virgin thinks this is unfair and is calling on the ASA to update its guidelines so customers will have an easier time comparing deals.

The company's chief executive Tom Mockridge has used a blog post to appeal to the ASA to clamp down on misleading speed claims. He points to a report from Which? that just 7 percent of broadband customers could receive the highest speed service offered by their ISP. Conversely, he points out, 98 percent of Virgin Media customers can take advantage of the maximum advertised speed. Mockridge says:

To properly compare different broadband offers, consumers need to assess the whole deal: price and speed.

To enable this, the ASA needs to overhaul the outdated rules on broadband speed advertising. Dating back to 2011, the ASA rules allow companies advertise a headline broadband speed if it is available to only 10 percent of customers.

He proudly proclaims that the average maximum speed enjoyed by Virgin Media customers is higher than the speeds advertised. He concludes by saying:

If the ASA is serious it should ensure consumers can compare broadband deals on the things that really matter, and this includes speed.

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