Broadband Speed slow?…..
A 10-week open public consultation is to be organized by the Advertising Criteria Specialist (ASA) and the Committees of Advertising Practice (CAP) about the publicized speeds of connection for broadband services and whether they differ from real user experiences.
Why may you ask?
It has been reported that Research commissioned by the ASA has led CAP to believe that tougher standards need to be imposed on broadband providers to make them clearer, more transparent, and more realistic about exactly what they are offering, and what consumers can realistically expect from their services.
Also, since big changes in technology and the tech marketplace can happen quickly, and the current guidance on broadband advertising was introduced back in 2012, the advertising regulators think that it’s now time for the guidance to be updated. At the current time, and based on those 2012 guidelines, ISPs only need to advertise the maximum speed claims achievable by at least 10% of customers, which need be preceded by the words ‘up to.’
What Could The Consultation Mean for Broadband Speed?
The indications are that, even prior to the consultation, the advertising regulators may be thinking about making ISPs disclose clear information about peak-time median download speeds, 24-hour national median download speeds, the range of peak-time download speeds, and 24-hour national download speeds (available to the 20th to 80th percentile of consumers).
This might require companies who wish to make specific claims about their broadband rates of speed to teach end-users to check on making use of their specialist tools within their broadband company to prove what actual speeds they are more than likely to receive.
Who to tell what speed you are currently receiving?
To learn what your real broadband speed is, you may use websites such as http://www.broadbandspeedchecker.co.uk/ (that may give you distinct download and upload rates of speed), or the Which? Broadband acceleration test site: http://www.which.co.uk
You can even go through the details printed on broadband comparison websites like
thinkbroadband.com. This site also offers a speed test page.
CAP says that, over another 10 weeks (which critics think is a significantly small amount of time period), they’ll be inviting views on four alternatives for change, and staying open to any options that better deal with consumers’ targets of the likely real broadband acceleration that they are able to receive.
What does this mean for you and your business?
When Virgin Multimedia Business has publicised the advantages of its ‘Voom’ 350Mbps broadband for SMEs (which the truth is it reached at least 200Mbps), there’s still a whole lot of confusion available on the market about the topic. Fast links are necessary to UK businesses. Virgin’s own commissioned research, for example, confirmed that if the UK’s digital opportunity was fulfilled (which include faster broadband services) the UK’s GDP could increase by more than £90bn in only over 2 Yrs.
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