Folks, I know I bang-on about this issue, but I still cannot get it out of my head how broadband providers in the UK can go around claiming such fast internet download speeds when most of them simply deliver something much much slower to the vast majority of their customers.  A typical story is here.

Anyway, our most recent readers poll asked whether Ofcom should do something about this.  Here are the results, certified by the Belorussian Centre for Public Integrity:

Should Ofcom stop those ‘up to 8 meg’ broadband speed claims?

5%   No - it’s just harmless sales puffery

82%  Yes - it’s abusive mis-selling

7%   It’s the job of consumer advocates

6%  Don’t know / no opinion

So what should Ofcom do about this?  Is this a rip-off comparable to the phone-quiz scandal — something Ofcom need to get out in front of before they are eventually savaged by the press for failing to protect consumers?  I personally think so.

I think this is an area where Ofcom could add real value to consumers.  One useful first step would be for Ofcom to start monitoring (testing) this issue and making it part of its Communications Market Report.  If you look at one of Ofcom’s more recent reports, the regulator looks at theoretical or estimated broadband download speeds (see Figures 5.2 and 5.3) but does not engage in any sampling or testing to uncover what consumers actually experience.  Let’s face it, some portions of the report (see Figure 5.1) are otherwise devoted to fairly meaningless figures.

If DAB and DQ services are worth testing, why not broadband speeds?

The ASA recently became engaged with this topic.  Click here for their guidance.  The advertising regulator says:  ‘The message is clear: if you or your clients promote a high-speed broadband service, make sure you get up to speed by including a prominent body-copy statement [disclaimer] such as the one the ASA has suggested.’

I’m not sure the message is entirely clear.  I don’t think we can expect much fair dealing, moreover, unless there is more of a crack-down on these claims.  For example, Talk Talk currently offer:  ‘Broadband - Up to 8 Meg download speed’ and have a little footnote that says:  ‘Subject to availability in your area. At connection time we will give you our highest available speed – 8 Meg refers to your download speed. Speed depends on your proximity to your local BT exchange.’  Further down the same page — the price and service comparison chart that most consumers would consult — there is no disclaimer on the download speed.  To be fair to Talk Talk, their claims are not much different to those of other providers.  Sky’s website, in particular, doesn’t contain any prominent disclaimers and claims up to 16 meg for its Max product.  And BT make similar claims, ironically telling consumers to ‘make sure it’s fast enough‘…

Well, that’s enough complaining for me today — I’m off to the pub for up to a pint of lager…