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Clearer broadband speeds on adverts will help people compare prices

17 November 2016

Greater transparency in adverts about the speed of broadband services will help people shop around for the best service for them, says Citizens Advice.

The Advertising Standards Authority today has said there needs to be a change in how broadband speeds are advertised.  It builds on its new rules introduced last month to force broadband suppliers to make their price adverts clearer. This followsCitizens Advice evidence which found that misleading adverts were making it too difficult for people to work out the cheapest broadband deal.

Gillian Guy, Chief Executive of Citizens Advice, said:

“Decent broadband services are increasingly becoming an essential service - like banking and energy.

“People depend on the internet in their day to day lives. As more and more services move online - like household bills and applications for benefits - people need to know that the broadband speed they are signing up for is what they will actually get. 1 in 5 of the broadband cases we help with each year on poor service is about speed.

“It’s good news for consumers that the ASA is proposing to change the rules to make it much clearer what broadband speeds people can expect to receive. This will help people shop around for the best deal.”

Notes to editors

  1. The Citizens Advice service comprises a network of local Citizens Advice, all of which are independent charities, the Citizens Advice consumer service and national charity Citizens Advice. Together we help people resolve their money, legal and other problems by providing information and advice and by influencing policymakers. For more see the Citizens Advice website.
  2. The advice provided by the Citizens Advice service is free, independent, confidential and impartial, and available to everyone regardless of race, gender, disability, sexual orientation, religion, age or nationality.
  3. To get advice online or find your local Citizens Advice in England and Wales, visit
  4. You can get consumer advice from the Citizens Advice consumer service on 03454 04 05 06 or 03454 04 05 05 for Welsh language speakers.
  5. Local Citizens Advice in England and Wales advised 2.5 million clients on 6.2 million problems in 2014/15. For full service statistics see our publication Advice trends.
  6. Citizens Advice service staff are supported by more than 21,000 trained volunteers, working at over 2,500 service outlets across England and Wales.