Ofcom's Communications Consumer Panel (CCP) is calling for 'up to' speeds to be banned in broadband advertising as the phrase is "no longer credible".
In a submission to the Committee of Advertising Practice (CAP) and the Broadcasting Committee of Advertising Practice (BCAP), which are currently investigating broadband advertising at the request of the Advertising Standards Authority (ASA), the regulator called for 'up to' speeds to be "replaced by some type of typical speed descriptor".
"This descriptor must be clear and simple to ensure consumers are able to understand which speeds they are likely to receive from different types of service. The descriptor must be short, use a single speed and indicate that the speed achieved is not the same for all."
The consumer panel said using the two descriptors together was likely to confuse Brits.
"Consumers are likely to see the two descriptors as contradictory, which could lead to further confusion and scepticism," the submission said. To ensure Brits are not confused, the CCP recommends concentrating on a single speed obtained by the majority of customers.