November 28, 2016

The ASA has published independent research into consumers’ understanding of broadband speed claims made in ads. It has also announced that it will be reviewing its guidance in this area to encourage a change in the way broadband speed claims are advertised.

Commenting on the announcement, James Blessing, Chair of the ISPA Council said: “The broadband market has changed dramatically in recent years and the Internet Industry fully supports the ASA’s move to bring the guidance on broadband advertising up to date. The ASA now needs to adopt an evidence-based approach to developing a revised set of rules that delivers actual benefits to consumers and takes account of developing broadband technologies.

“Any new guidance needs to reflect that whilst speed is an important factor, it is not the only reason a customer decides on a deal. Crucially, the ASA’s research has not identified an effective alternative for the current approach to “up to” speed claims and ISPA, alongside the wider internet industry, looks forward to supporting the ASA in developing a revised and evidence-based guidance on this and getting a workable new understanding of how speeds should be advertised”. To read ISPA’s press release in full, click here.