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ASA Proposes New Broadband Speed Advertising Regulation Strategies

The UK Advertising Standards Authority has proposed a set of plans to regulate marketing strategies used by ISPs to advertise their broadband packages.

The ASA has jointly with the British Code of Advertising Practice (BCAP) and Committee of Advertising Practice (CAP) to come up with new advertising codes for ISPs in a bid to prevent them from misleading customers with their advertised broadband speeds.

Last year, the ASA had asked BCAP and CAP to review broadband speed claims made by UK ISPs and the organisations have proposed two sets of plans subject to separate consultations ending 5pm on 25 Friday February 2011. The ASA is aiming to make sure the adverts are "unlikely to mislead" consumers.

“The key issues are whether consumers can actually achieve advertised speeds and 'unlimited' usage of telecommunications services as claimed. The objective is to produce guidance for the industry to aid their interpretation of the Misleading Advertising sections of the CAP and BCAP Codes,” the ASA said in a statement.