New rules on how broadband speed claims can be presented in ads have been introduced by the Advertising Standards Authority (ASA) today, 23 May 2018. 

The key requirements of the new standards include:

  • Speed Claims: any numerical speed claims in broadband ads, to be based on ‘the download speed available to at least 50% of customers at peak time (8pm-10pm)’
  • "Average": where marketers advertise a speed achievable for at least 50% of their customer base, the speed should be described as an “average” or another descriptor conveying the same meaning
  • Qualifying Speed Claims: advertisers need to include appropriate qualifying information to accompany any speed claims made to ensure the average consumer is not likely to be misled

The rules apply across all media, including online and social media and were unveiled in November 2017 following a full public consultation.

The full advertising guidance on broadband speed claims is available here

Image of member
Written 23rd May 2018
By Colin Sheehan