Starting May 23, 2018, the United Kingdom will impose new rules on how broadband companies can advertise their speeds.
No longer will companies be able to advertise up to speeds and they will be required to show the median average speed between 8 and 10 PM. They no longer will advertise up to speeds that, according to the UK, only 10 percent of their customers can get.
“If a broadband provider is making speed claims in its ads post-23 May, then it will have to hold the evidence to prove the basis on which that claim is made,” an ASA spokesman told the BBC.
“Numerical speed claims in broadband ads should be based on the download speed available to at least 50% of customers at peak time and described in ads as ‘average’.”
Some are concerned that the new laws will be confusing to end users; others are hoping it will help remove confusion.
Hopefully these laws will be copied in the United States because broadband subscribers often do not get the speeds they think they are getting.
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