- The ASA requires advertised broadband speeds to reflect typical speeds customers actually get, not theoretical maximums.
- A speed claim should be achievable by a defined proportion of customers, framed around busy-period performance.
- This rule changed how speeds are advertised, moving away from inflated 'up to' headline figures.
- If you think a broadband advert was misleading, you can complain to the ASA.
For years, broadband was advertised with "up to" speeds that few customers ever achieved, a headline figure that bore little relation to reality. The Advertising Standards Authority changed that, requiring speed claims to reflect what customers typically get. Understanding the rule helps you read broadband adverts for what they now actually promise.
What the ASA requires
The ASA's rules require advertised broadband speeds to be based on the speeds customers genuinely experience, not on a best-case maximum. A speed used in an advert should be achievable by a defined proportion of the provider's customers, and framed around realistic, busy-period conditions. The effect is that the advertised figure is meant to be representative rather than aspirational.
The move away from 'up to'
The old approach let providers headline a theoretical maximum prefixed with "up to", which the majority of customers never reached. The ASA's intervention required a shift to typical speeds, so that the prominent figure reflects a realistic experience. This makes adverts far more useful for comparison, because the headline number now means something closer to what you would actually get.
Why it matters for choosing
Because advertised speeds must now be typical, you can use them as a more honest basis for comparison than before, though they are still not a personal guarantee for your line. The advertised typical speed tells you what the package generally delivers; your personalised estimate and minimum guaranteed speed, given at the point of sale, tell you what to expect on your specific connection.
ASA broadband advertising rules
| Requirement | What it means |
|---|---|
| Typical speeds, not maximums | Headline reflects real experience |
| Achievable by a defined share of customers | Not a best-case figure |
| Framed around busy periods | Accounts for peak-time performance |
| Not a personal guarantee | Your line still varies |
If an advert was misleading
If you believe a broadband advert made a misleading speed claim, you can complain to the ASA, which regulates advertising and can require misleading adverts to be changed or withdrawn. That is separate from a complaint about your own service, which goes to your provider and then the ombudsman. The ASA route addresses the advertising itself; the service route addresses your individual connection.
Frequently asked questions
What does the ASA require of broadband speed advertising?
The ASA requires advertised broadband speeds to reflect typical speeds customers actually get, achievable by a defined proportion of customers and framed around busy-period conditions, rather than theoretical maximums. This moved advertising away from inflated 'up to' headline figures.
What does typical broadband speed mean?
It means a speed representative of what customers genuinely experience, achievable by a defined share of a provider's customers under realistic conditions, rather than a best-case maximum. It is a more honest basis for comparison, though still not a guarantee for your specific line.
Can ISPs advertise theoretical maximum speeds?
The ASA's rules require speed claims in adverts to be based on typical speeds customers achieve rather than theoretical maximums. The shift away from headlining an 'up to' maximum that few customers reached is the core of the change the ASA brought in.
How do I check what typical speed an advertised package delivers?
The advertised figure should reflect a typical speed, but for your specific line, rely on the personalised estimated speed and minimum guaranteed speed the provider must give you at the point of sale under the Speeds Code, which are tailored to your address.
What can I do if broadband advertising was misleading?
You can complain to the ASA, which regulates advertising and can require a misleading advert to be changed or withdrawn. This is separate from a complaint about your own service, which goes to your provider and then the ombudsman if unresolved.
