The consultation sought to introduce new guidance to help telecoms providers with the use of broadband speed claims. Broadband services offer speeds that can vary significantly owing to factors like distance from the exchange. There is a clear risk of misleading advertising and detriment to consumers. 

CAP responded by exploring new guidance to make clear what is acceptable. The guidance requires that speed claims be qualified with "up to" and that they are available to at least 10% of users. Ads must also advise consumers of any significant limitations to the speeds they might get. 
 

Supporting documents:

  CAP and BCAP up to speed claims in broadband consultation.pdf
  CAP and BCAP up to speed claims in broadband evaluation of responses.pdf



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