New broadband ad guidance 'does not go far enough'
05 October 2011 15:40:35
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| Broadband providers now have to follow new advertising guidelines. |
The guidance was published last month (September 29th) by the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice, following a review of marketing practices.
James Best, chairman of CAP, insisted that the new guidance would help to ensure consumers "trust the (advertising) messages they see and hear".
However, broadband providers will still not be required to state the range of speeds that most of their customers experience.
"That means advertising campaigns can now be based on the experience of a privileged few," said Richard Lloyd, executive director of consumer group Which?
He added: "Ofcom should step in where the advertising regulators have failed and make sure consumers can't be misled about the broadband service they're paying for."
An Ofcom representative said the new guidance contained a number of recommendations that should reduce the potential for consumers to be misled when they compare broadband deals.
However, the spokesperson revealed: "We are disappointed that it appears not to be possible to establish a single, clear and consistent 'typical speed range'. Our view is that this is the best way to ensure that consumers are able to compare the wide range of packages that are available."
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