Advertising watchdog to sniff out ISP porkies

ASA to check the veracity of speed and unlimited usage claims

Communications providers must be clearer when advertising their broadband speeds, experts warned today, following yesterday's announcement by the Advertising Standards Authority (ASA) that it is to look into the accuracy of "up to" speeds and "unlimited" usage claims.

According to reports, the ASA might insist that the speed advertised by ISPs is available to at least 10 per cent of users, or perhaps as many as 50 per cent of users.

"It is fair to say that many business buyers have not been aware of the limitations of the services on offer," said Quocirca analyst Rob Bamforth.

"Those looking only at price and headline speed figures might have ended up with a service that doesn't meet their requirements," he added.

In terms of advertising unlimited usage, proposed changes vary from maintaining the ASA's present policy, which doesn't put any limitations on advertisers, to excluding fair usage policies involving additional charges and suspension of service, or excluding services that include a policy restricting use in any way.

"The industry should try harder to provide accurate information for business customers and the consumer alike. It needs to describe the benefits and drawbacks of the different options available," said Bamforth.