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UK advertising regulator to rule on internet speed claims

UK broadband companies will be made to change the way they advertise their internet speeds, under regulator plans, notes the BBC. “The Advertising Standards Authority says current descriptions of speeds ‘up to’ a certain amount are confusing and will be changed in 2017. However, the UK watchdog has yet to decide how they will be replaced.” Digital Minister Matt Hancock said he was ‘delighted’ by the move because the current adverts were ‘incredibly misleading’. The announcement comes just over a fortnight after internet providers were ordered to make other changes to their adverts, to make monthly charges clearer. The industry gave a guarded welcome to the latest announcement. “Any new guidance needs to reflect that while speed is an important factor, it is not the only reason a customer decides on a deal,” said James Blessing, chair of the Internet Services Providers' Association Council. “Crucially, the ASA's research has not identified an effective alternative for the current approach to ‘up to’ speed claims.” Read more

  • Tuesday, 22 November 2016

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