Broadband advertising guidelines blasted by Which?

New advertising guidelines governing how companies can promote their broadband services have come in for criticism from one consumer watchdog.

Which? has claimed that the latest regulations have given internet providers "the green light" to supply misleading information to consumers.

Richard Lloyd, executive director at the company, claimed the rules do not go "far enough" and urged Ofcom to take action on the issue.

"Ofcom should step in where the advertising regulators have failed and make sure consumers can't be misled about the broadband service they're paying for," he said.

Mr Lloyd made particular note of the crackdown on claims of "unlimited" broadband, stating that guidance for this aspect is insufficient.

He went on to suggest that the rule on speed ranges mean advertising initiatives can be based on "the experience of a privileged few".

Mr Lloyds comments come after Michael Phillips of Broadbandchoices.co.uk hailed the regulations as a step forward for the industry.