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Comparison website Which? has revealed that the average household is receiving just 51 per cent of the advertised broadband speed.
Based on 235,000 uses of the Which? broadband speed-checker tool, the results show that customers are paying, on average, for speeds of up to 38 megabits per second, but are actually only receiving 19Mbps.
The analysis also reveals that generally the faster the speed advertised, the greater the distance from the actual speed recorded in tests, with consumers paying for a package of up to 200Mbps only receiving average speeds of 52Mbps - representing just 26 per cent of the promised speed.
Additionally, customers on standard broadband packages, commonly advertised as being up to 17Mbps, were receiving an average speed of just 6Mbps
Alex Neill, Which? managing director of home services, said: ”This change in the rules is good news for customers, who have been continuously been let down by unrealistic adverts and broadband speeds that won’t ever live up to expectations. We know that speed and reliability of service really matter to customers, and we will be keeping a close eye on providers to make sure they follow these new rules and finally deliver the service that people pay for.”
From 23 May, the Advertising Standards Authority will require that providers include a median average speed for the service available to at least 50 per cent of households at peak time.