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Virgin Media Pledges Broadband Ad Transparency

In light of the recent report published by telecom regulator Ofcom which mentioned that most broadband providers were making misleading claims about the speeds they offer, Virgin Media has promised to introduce more transparency in its broadband marketing campaigns.

It is important to note that out of all providers covered by Ofcom, Virgin was rated as the best provider when it came to delivering speeds close to those promised with actual rates figuring near 8.7 Mbps to the advertised 10Mbps package.

However a major point of concern has been the use of the term 'up to' in most broadband advertising which markets theoretically possible maximum speeds which are hardly reflected in actual use.

In order to avoid such criticism Virgin Media has initiated a new National Broadband Best Speed Promise that it plans to apply on its marketing efforts in future and is expected to carry the slogan "the fastest broadband we can give you".

Expressing his opinion on the new initiative, Virgin’s chief exec Neil Berkett mentioned "Many consumers are confused by speed claims that are, at best, misleading and, at worst, disingenuous. I hope our National Broadband Speed Promise will help people choose the product that's right for them and set a new standard of transparency for the whole industry."

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Our Comments

Virgin Media already has the country's fastest broadband and the fastest entry level broadband. Although its services are only available to a portion of the country, the fact that Virgin Media now promoting more transparency can only force others to follow suit.

Related Links

Virgin Media to avoid unachievable speed claims

( Think Broadband)

Virgin Media to 'clear up' broadband ads

( Digital Spy)

Virgin Media makes broadband promise

( Think Broadband)

Désiré Athow
Désiré Athow

Désiré has been musing and writing about technology during a career spanning four decades. He dabbled in website building and web hosting when DHTML and frames were en vogue and started writing about the impact of technology on society just before the start of the Y2K hysteria at the turn of the last millennium. Following an eight-year stint at where he discovered the joys of global tech-fests, Désiré now heads up TechRadar Pro. Previously he was a freelance technology journalist at Incisive Media, Breakthrough Publishing and Vnunet, and Business Magazine. He also launched and hosted the first Tech Radio Show on Radio Plus.