'By 2012 ISPs will be advertising average speeds'

An expert broadband comparison website has forecast that within four years internet service providers (ISPs) will be forced to advertise only their average connection speeds.

Not only does Top 10 Broadband believe ISPs will not be allowed to create advertising based on maximum speeds available, but it also predicts separate figures will have to be provided for customers living in rural and urban locations, such is the difference in connectivity.

Faster connection speeds allow customers to download content more quickly and can increase the efficiency of VoIP solutions, but maximum speeds are often unavailable to users, even in urban areas.

Jessica McArdle, marketing manager of Top 10 Broadband, said: "Consumers deserve to know what they're buying so they make an informed decision. We think it's inevitable that provision of average speeds by suppliers will be standard within the next few years."

A range of different technologies, such as satellite and wireless networking, are being considered to improve rural connectivity in the UK.