Up to 75% of UK households not receiving ‘promised’ broadband speeds header image

Published: 22nd Jun 2016

Up to 75 per cent of British households are not receiving the broadband speeds promised by advertisements, a new study has found.

Which? found that more than 15 million households are paying for packages with advertised maximum speeds they cannot receive, with tests suggesting that only 17 per cent of properties were attaining the average advertised speed.

The problem was especially bad in rural areas where 98 per cent of properties were unable to achieve the advertised headline speed of their chosen broadband service. As part of current rules, ISPs must guarantee that ten per cent of consumers can attain a top speed before it can be advertised as the maximum available. 

Which? executive director Richard Lloyd said: “We want Ofcom to ensure consumers get the speeds promised by providers. 

“It is not good enough that millions of homes are so poorly served by their broadband provider with speeds that just don’t live up to what was advertised.”

As part of its report, Which? claimed that it wants to Ofcom to operate with the Advertising Standards Authority to guarantee that broadband providers just advertise speeds that are accessible for the majority of their customers. 

In addition, Which? wants the watchdog to release data yearly to show which proportion of consumers to attain the advertised speeds for the main broadband packages. 

It is important that broadband providers take advantage of the areas where there are no reliable connections available. Although fibre-optic connections being rolled out across the UK, there are still regions where there are no quality internet services on offer.

Satellite broadband could help to make a big difference to these areas, enabling customers to capitalise on the many benefits that come with internet access.