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
 Latest UK ISP News
 Cheapest Superfast Broadband ISPs
  • Hyperoptic £17.99
    Speed 33Mbps, Unlimited
    Gift: None
  • UtilityWarehouse £19.99
    Speed 35Mbps, Unlimited (FUP)
    Gift: None
  • NOW £23.00
    Speed 63Mbps, Unlimited
    Gift: None
  • Vodafone £24.00
    Speed 73 - 82Mbps, Unlimited
    Gift: None
  • Shell Energy £24.99
    Speed 38Mbps, Unlimited
    Gift: None
Large Availability | Compare More ISPs
 Cheapest Ultrafast Broadband ISPs
  • Gigaclear £17.00
    Speed: 200Mbps, Unlimited
    Gift: None
  • Zzoomm £19.95
    Speed: 150Mbps, Unlimited
    Gift: None
  • YouFibre £19.99
    Speed: 150Mbps, Unlimited
    Gift: None
  • Community Fibre £20.00
    Speed: 150Mbps, Unlimited
    Gift: None
  • BeFibre £21.00
    Speed: 150Mbps, Unlimited
    Gift: £25 Love2Shop Card
Large Availability | Compare More ISPs
Cheapest Superfast ISPs
  • Hyperoptic £17.99
    Speed 33Mbps, Unlimited
    Gift: None
  • UtilityWarehouse £19.99
    Speed 35Mbps, Unlimited (FUP)
    Gift: None
  • NOW £23.00
    Speed 63Mbps, Unlimited
    Gift: None
  • Vodafone £24.00
    Speed 73 - 82Mbps, Unlimited
    Gift: None
  • Shell Energy £24.99
    Speed 38Mbps, Unlimited
    Gift: None
Large Availability | View All
Cheapest Ultrafast ISPs
  • Gigaclear £17.00
    Speed: 200Mbps, Unlimited
    Gift: None
  • Zzoomm £19.95
    Speed: 150Mbps, Unlimited
    Gift: None
  • YouFibre £19.99
    Speed: 150Mbps, Unlimited
    Gift: None
  • Community Fibre £20.00
    Speed: 150Mbps, Unlimited
    Gift: None
  • BeFibre £21.00
    Speed: 150Mbps, Unlimited
    Gift: £25 Love2Shop Card
Large Availability | View All
Helpful ISP Guides and Tips
»
»
»
»
»
»
»
»
»
»
»
»
»
»
»
»
»
»
»
»
»
»
»
»
»
»
»
Sponsored Links
The Top 20 Category Tags
  1. FTTP (5378)
  2. BT (3485)
  3. Politics (2490)
  4. Openreach (2274)
  5. Business (2221)
  6. Building Digital UK (2211)
  7. FTTC (2038)
  8. Mobile Broadband (1935)
  9. Statistics (1762)
  10. 4G (1637)
  11. Virgin Media (1586)
  12. Ofcom Regulation (1438)
  13. FTTH (1379)
  14. Wireless Internet (1375)
  15. Fibre Optic (1375)
  16. 5G (1212)
  17. Vodafone (1123)
  18. EE (1108)
  19. TalkTalk (927)
  20. O2 (910)
Sponsored

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