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"CAP's announcement is a positive step towards clamping down on what have to date been theoretical speed claims that are at best optimistic and in most cases completely unrealistic. Historically broadband speeds have been a major bone of contention for consumers - in our customer complaints survey, 77% of broadband customers cited poor speed/performance of internet connection as a reason that their broadband provider had failed to live up to their expectations.

"Setting the advertised maximum speed at a figure that at least 10% of customers can actually achieve looks good at first glance – but it's cold comfort for the other 90% of customers that can't receive that speed.

"It will be interesting to see what messaging providers opt for. Given Ofcom's recent broadband speed report findings, we would expect to see most providers having to advertise their current up to 20/24Mb speeds as up to 12Mb – a significant drop to current figures.

"It's crucial that CAP ensures that any caveats or terminology used by advertisers are simple to understand – contention ratios and signal attenuation will mean nothing to my mother when she's considering switching services.

"BT Infinity, together with Virgin Media's fibre optic service, will clearly be least affected by today's announcement given that these services actually live up to the advertised messages.

"Ensuring that providers have to be more open about what "unlimited" really means is crucial. Our research revealed that 90% of broadband customers believe it is unfair to advertise a package as having 'unlimited downloads' if in reality it is not truly unlimited."


For further information please contact:
Michael Phillips/Jon Ingram
020 7400 6234

Karen Wagg/Emily Church
Peregrine Communications
020 3178 5013

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