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Which? mentioned customers had been let down by false velocity claims for broadband providers
Which? says many UK households get half the broadband velocity they pay for.
Customers on a 38Mbps service obtained common speeds of 19Mbps, based on its findings, taken from 235,000 makes use of of its broadband velocity checker instrument.
And these on super-fast packages of as much as 200Mbps have been on common solely capable of obtain speeds of 52Mbps.
From 23 May, broadband suppliers will not be capable of promote "up to" speeds until that velocity is obtained by 50% of their prospects at peak occasions.
"This change in the rules is good news for customers who have been continuously let down by unrealistic adverts and broadband speeds that won't ever live up to expectations," mentioned Alex Neill, Which?'s managing director of dwelling providers.
"We know that velocity and reliability of service actually matter to prospects.
"And we will be keeping a close eye on providers to make sure they follow these new rules and finally deliver the service that people pay for."
Others felt that the modifications, which have been demanded following a research by the Advertising Standards Authority, didn't go far sufficient.
CityFibre is considered one of a handful of suppliers that need the ASA to ban suppliers from utilizing the phrase "fibre" in adverts if the connections they provide partially depend on a copper connection from the road cupboard to the house.
Founder and chief govt Greg Mesch mentioned: "Although we welcome the brand new guidelines on promoting speeds coming into pressure, the ASA hasn't gone far sufficient to cease customers from being misled by broadband adverts.
"Fundamentally, the service you get is about extra than velocity, as capability and reliability are actually as simply essential.
"The current rules do not distinguish how fibre and copper-based services are described, despite the experience they deliver being worlds apart."