ASA 'to release new guidance for broadband providers'

The Advertising Standards Authority (ASA) is set to order broadband providers to offer more clarity in their adverts.

According to a report from the Independent, which has acquired a leaked copy of a forthcoming report from the body, there will be stricter guidelines in terms of what speeds can be claimed.

It set out rules that would enable internet service providers to advertise speeds only in cases where at least 10 per cent of customers are able to utilise such connections.

The publication quoted the report as saying: "the omission of important information may cause the average consumer to make a transactional decision he would not otherwise have taken."

Similarly, the document notes that the average speed must also be listed in the main body of the advert and not confined to the small print.

This comes after BT revealed that its customers would receive exclusive deals from new streaming video game service OnLive.