Home » 

UK ISP News Archives

 » 
Sponsored Links

ASA Rules 'Up to 8Mbps' Misleading

Posted: 20th Sep, 2006 By: MarkJ
The Advertising Standards Authority (ASA) has ruled an advert for Bulldog's "up to 8Mbps" broadband service as misleading because it failed to clearly state how "top speeds varied significantly":

The ASA noted Bulldog considered that the inclusion of the words "up to" was an adequate indication to consumers that they might not achieve the top speed quoted in the ads and that their ads were in line with previous ASA adjudications and CAP guidance. We considered that "up to" was an adequate qualification in ads for 1 Mbps and 2 Mbps services, where the user would not achieve the maximum speed because of factors such as the number of people on line but where the attainable speeds were close enough to those advertised so as not to affect the customers' experience in any meaningful way.

We considered that the higher speed service was likely to be attractive to consumers because of the advertised headline speed and the potential capabilities that a connection of that speed could give users. We understood, however, that the speeds 8Mbps services could deliver were significantly affected by signal attenuation, which was caused by distance from the exchange, and that as a result a significant proportion of consumers could not achieve speeds close to the headline speed. We understood that users of an up to 8Mbps service could take advantage of capabilities such as video streaming, file sharing and online gaming but that there would be a noticeable degradation of quality of the service when speeds fell below 6Mbps.

We therefore considered that "up to" was not an adequate qualifier in ads for higher speed services, given the impact that signal attenuation could have on speed and performance. We concluded that the ads were misleading and asked Bulldog to amend them.

The ASA has requested that Bulldog's future ads include reference to how the speed can vary significantly depending on distance from the exchange. Naturally it is a ruling that affects all ISP's.

We have to say that this is a rather surprising verdict, given how lenient the ASA has been with services advertised as "unlimited", which are arguable more misleading.
Search ISP News
Search ISP Listings
Search ISP Reviews
Cheap BIG ISPs for 100Mbps+
Community Fibre UK ISP Logo
150Mbps
Gift: None
NOW UK ISP Logo
NOW £24.00
100Mbps
Gift: None
Virgin Media UK ISP Logo
Virgin Media £26.00
132Mbps
Gift: None
Vodafone UK ISP Logo
Vodafone £26.50 - 27.00
150Mbps
Gift: None
Zen Internet UK ISP Logo
Zen Internet £28.00 - 35.00
100Mbps
Gift: None
Large Availability | View All
Cheapest ISPs for 100Mbps+
Gigaclear UK ISP Logo
Gigaclear £17.00
200Mbps
Gift: None
BeFibre UK ISP Logo
BeFibre £19.00
150Mbps
Gift: None
Community Fibre UK ISP Logo
150Mbps
Gift: None
YouFibre UK ISP Logo
YouFibre £22.99
150Mbps
Gift: None
Hey! Broadband UK ISP Logo
150Mbps
Gift: None
Large Availability | View All
Sponsored Links
The Top 15 Category Tags
  1. FTTP (5719)
  2. BT (3567)
  3. Politics (2602)
  4. Openreach (2342)
  5. Business (2322)
  6. Building Digital UK (2277)
  7. FTTC (2061)
  8. Mobile Broadband (2039)
  9. Statistics (1830)
  10. 4G (1724)
  11. Virgin Media (1674)
  12. Ofcom Regulation (1494)
  13. Fibre Optic (1426)
  14. Wireless Internet (1417)
  15. FTTH (1383)
Sponsored

Copyright © 1999 to Present - ISPreview.co.uk - All Rights Reserved - Terms  ,  Privacy and Cookie Policy  ,  Links  ,  Website Rules