Communications Consumer Panel Statement

The Panel wants a clear and simple way of advertising broadband speeds to be developed to ensure consumers are able to understand which speeds they are likely to receive from different types of service.

The Panel wants CAP and BCAP to choose a better, typical speed descriptor which does not use the "up to" descriptor at all and which is presented to consumers in a clear and meaningful way. It should be short and simple, using a single speed and indicate that the speed achieved is not the same for all.

In describing how many customers are likely to achieve the advertised speed, percentages should be avoided. Instead descriptors such as "2 out of 3 people receive Xmb" or "half of our customers receive Xmb" should be used. Sales materials and adverts should include a prominent statement encouraging consumers to ask for the actual speed at point of sale rather than describing in small print the reasons why speeds may be different.