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The public is to be asked about misleading claims in ads for broadband services, according to reports.

Advertising regulators are poised to open up their ongoing review of claims made about broadband speeds to consumers, as first revealed by new media age (nma.co.uk 17 June 2010).

The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) have been reviewing broadband ads at the request of the Advertising Standards Authority since last summer.

Concerns centre on claims made by suppliers about the maximum speed customers can expect to receive from their broadband service against the speeds actually experienced.

Providers including BSkyB, TalkTalk and Virgin Media have all upped their marketing activity in recent years in the battle to grab customers.

A consultation could be announced this week. A change in advertising codes could result in broadband providers being restricted in the claims they make in their ads.

A spokesman for CAP and BCAP confirmed that a consultation is expected “imminently” but declined to offer further details on its content.

This story first appeared on marketingweek.co.uk


Published 24 January, 2011 by NMA Staff

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