10.08.16
LGA calls for change to ‘misleading’ broadband speed adverts
Advertised broadband speeds are often “misleading” and do not reflect the reality of services received across the country, especially in rural areas, according to council leaders.
The LGA said that current rules allow providers to promote "up to" download speeds if they can demonstrate that just 10% of their customers can achieve them.
However, the association noted that speeds in many remote rural areas fall well below 2Mbps during peak periods, especially in the evening. The organisation, which represents more than 370 local authorities in England and Wales, said switching from "up to" to average advertised speeds would reflect these periods better.
Council leaders also insist upload speed should also be a key measure of performance alongside download speed and clearly advertised to consumers.
Cllr Mark Hawthorne, chairman of the LGA's People and Places Board, said: "Councils are working hard to ensure everyone has good quality internet access.Good digital connectivity is a vital element of everyday life for residents and can help them cut household bills, shop online for cheaper goods, stay in touch with distant relatives, access their bank accounts and even run their own businesses.
“The headline ‘up to' download speed, which can be advertised legally, is misleading and does not reflect the reality of broadband service received across the country.
He added that broadband users deserve greater honesty and openness about the download and upload speeds they are likely to receive depending on their location.
Under David Cameron, the government pledged to give everybody the legal right to request a broadband connection capable of delivering a minimum download speed of 10Mbps by 2020 as a Universal Service Obligation (USO). Recently, the LGA called on Theresa May’s to ensure that the commitment is not forgotten.