Broadband firms face restrictions after ‘misleading’ advertisements

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Broadband firms will soon be restricted from advertising false “up to” broadband speeds that are only being provided to a fraction of their customers.

New regulations from the Advertising Standards Authority for Ireland (ASAI), state that broadband companies will have to include the percentage of customers that are actually receiving the speeds advertised.

The advertising watchdog said: “Maximum speeds, even when advertised at ‘up to’ speeds, do not in all cases alert consumers to the fact that speeds can and do vary”.

The new measures are the product of a spike in complaints about misleading advertisements, and are due to come into action next month.

-Daniel Potter