What the average speed in a broadband advert really means
The headline speed in a broadband advert is not a promise for your line. Since 23 May 2018 the Advertising Standards Authority has required UK adverts to quote the download speed available to at least 50% of customers at peak time, 8pm to 10pm, measured at the router. Half of customers get that or more. The other half may get less, depending on their line, their distance from the cabinet and their Wi-Fi.
What it means for you
- The number that protects you is the minimum guaranteed speed on your contract, not the advert. Under Ofcom’s code, if a wired test is below it the provider has one month to fix it or you can leave free.
- Test at 8pm to 10pm on a cable to compare like for like with the advert.
- Full fibre speeds barely vary with distance or weather, so the advertised figure is usually what you get. Copper and part-fibre lines vary much more.
Compare what else your postcode can get, with real speed estimates, on BroadbandSwitch.uk.
Compare deals at my postcodeThe numbers behind the chart
| Term | What it means |
|---|---|
| Advertised average speed | The download speed available to at least 50% of customers at peak time (8pm to 10pm), measured at the router. ASA rule since 23 May 2018. |
| Minimum guaranteed speed | The figure your provider must give you before you sign under Ofcom’s code. If you fall below it, they have one month to fix it or you can leave without penalty. |
| Peak time | 8pm to 10pm, when UK lines are busiest. |
Questions people ask
Is the advertised speed guaranteed?
No. It is the peak-time speed at least half of customers get. Your contract’s minimum guaranteed speed is the figure the provider has to stand behind.
Why 8pm to 10pm?
It is when UK lines are busiest, so it is the fairest time to quote. Adverts measured at 3am would flatter every provider.
Why do full fibre adverts match real speeds more closely?
Fibre to the home does not lose speed with distance from the cabinet or with rain, so the spread between customers is much narrower.
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Related
- Why is my speed test slower than my package?
- Your rights when broadband is slow
- How Pulse compares with other speed tests
Sources
- Advertising Standards Authority. (2018, May 23). New standard on broadband speed claims in ads comes into force today. www.asa.org.uk
- Ofcom. (n.d.). Broadband speeds: codes of practice. www.ofcom.org.uk