Advertising watchdogs have finally clamped down on exaggerated claims about how fast your Internet connection will be -- but have they gone far enough?
The Committee of Advertising Practice and Advertising Standards Authority introduces new guidelines this week to ensure adverts paint a more realistic picture of broadband speeds offered by each Internet service provider.
Currently, most adverts are plastered with a giant number that bears little relation to the everyday speeds people around the country can get, as ISPs advertise a theoretical maximum speed instead of a more representative figure.
But the new rules state that an ISP can only say it offers "up to" a particular speed if can actually deliver that speed to at least 10 per cent of customers.
Is that enough? 10 per cent of customers doesn't sound like a lot, and could certainly be tipped towards well-served areas like cities and towns. Still, the gap in speeds between the best and worst-served areas mean any single number is likely to be misleading for many customers.
In recent years, only Virgin Media has managed to broadly live up to -- and sometimes exceed -- its promises, while other ISPs have left customers disappointed.
A recent report by telecoms regulator Ofcom found that the average broadband speed in Britain is around 7.6Mbps, a far cry from the speeds plastered across adverts. Speeds can vary by as much as a third in the evening to less busy times of day, and Britain is still riddled with 'not-spots', areas where there is little or no broadband connection.
A whopping three-quarters of us are unhappy with our broadband, but there is hope on the horizon. Ofcom recently set out to limit broadband charges and make it easier to switch to a different ISP.
Do you feel misled by the broadband you were promised? Is 10 per cent enough to give a fair figure? What's your biggest headache for Internet connection, or are you happy with your service? Tell me your thoughts in the comments or on our Facebook page.