Broadband providers will only be able to advertise speeds that 10% of their customers actually receive, says the advertising regulator.
Broadband suppliers will be ordered to give customers a more accurate idea of the speeds they can get, the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) will say this week.
The regulators are expected to say that internet service providers (ISPs) can only advertise speeds that at least 10% of customers can actually get, reported The Independent, which appears to have seen a leaked copy of the report.
Following an eighth-month investigation into the way broadband speeds are advertised, this move will be part of a "significant tightening" of existing policy, to ensure that adverts "do not mislead, including by the omission of important information".
However, the Advertising Standards Authority (ASA) said that there were "some inaccuracies" in The Independent's story, but would not confirm which details were incorrect. It did say it would the full report from CAP and BCAP will be published on Thursday.
According toThe Independent, CAP and BCAP will say: "The omission of important information may cause the average consumer to make a transactional decision he would not otherwise have taken".
Telecoms regulator Ofcom revealed in July that, while the UK's average broadband speed had grown, the gap between what is advertised and the speed people actually receive had also widened.