Brands welcome new broadband ad rules aimed at preventing ‘misleading’ speed claims

The ad regulator is looking to cut down on ‘misleading’ advertising by internet service providers (ISPs) by making major changes to the way broadband speed claims can be advertised.
The Committee of Advertising Practices (CAP) says any numerical speed claims featured in future broadband ads must now be based on the speed available to at least 50% of a brand’s customers at peak time, with this messaging branded as “average” speeds. This marks a considerable change fr