Consumers still not getting advertised broadband speeds according to Ofcom

Industry regulator Ofcom has found that British broadband users are still not getting the speed that is quoted in a lot of Internet Service Provider advertising. Detailed analysis of speeds experienced across the UK revealed that in the case of some services around 97 per cent of consumers weren’t getting what had been advertised.

The comprehensive research carried out by Ofcom concluded that the UK's average fixed-line residential broadband speed has increased by over 25 per cent over the past year, up from 4.1Mbps to 5.2Mbps. However, there was a marked gap between actual speeds delivered and those advertised by ISP's. Broadband access can be affected by numerous factors, including poor quality lines and electrical interference.

Ofcom has announced updated consumer guides for helping people to improve their broadband performance, as well as highlighting factors to take into account prior to signing up with a broadband provider.

ISP's have been quick to respond to the Ofcom findings, with Virgin Media being one of the first to comment having fared well in the report. Jon James, executive director of broadband at Virgin Media said: “Ofcom’s broadband speeds report again proves Virgin Media is consistently more than twice as fast as any of our DSL competitors."

"Because we use a next generation fibre optic cable network, our customers can be confident of receiving 90% of the headline speed they buy from us. And we’re continuing to invest in our network so we can deliver more of what our customers are paying for - whether on 10Mb, 20Mb, 50Mb or our soon to launch 100Mb broadband service.

“Whilst Ofcom’s report is good news for our customers, it’s clear that our DSL competitors just aren’t keeping up with their promises of 20Mb broadband. No DSL customer receives 18Mb, only 2% are receiving more than 14Mb and, on average, DSL providers are delivering just 33% of their advertised ‘up to 20Mb’ speed."

"We need to ensure people are not being ripped off and the lack of transparency in broadband advertising risks damaging consumer confidence in superfast broadband. The Advertising Standards Authority has announced a review into the way broadband is advertised and the need for change is now urgent.”

Meanwhile, Broadband Genie editor Chris Marling commented: "The average speeds make predictably depressing reading and while many will complain about the new system being introduced, the industry only has itself to blame.

"We have been calling for an end to 'up to' speeds for a long time now, as it is clearly a ridiculous concept. An average actual speed of 6.5Mb on lines supposedly capable of 20Mb or higher starkly confirms that. It was only a matter of time before the ASA and Ofcom were forced into action.

"The UK's broadband suppliers had ample time to come to their senses, but once again waited to be regulated against before acting on their own accord. Only Virgin Media comes out of this round of testing with any credit, although O2 and Be can at least claim to be making the best of our groaning DSL network.

"We can only hope this makes the mobile broadband networks, many of which are the same companies so embarrassed here, make sure the same regulation isn't forced on them in the near future too. The situation is as bad or worse for mobile broadband users, and we hope the ASA and Ofcom train their full weight on this area next, for the good of consumers."