Broadband advertisement such as "maximum ○ ○ Mbps", if regulation is not accompanied, regulation

In the advertisement of the broadband line "High speed communication up to ○ ○ Mbps! It is!(* It is the maximum communication speed according to the standard.The communication speed may fluctuate depending on the usage situation etc)Notation is familiar, but it became clear that it will be regulated unless actual condition is accompanied.

BBC News - Tougher rules for UK broadband advertising


According to the BBC (British Broadcasting Association) report, regulations will be introduced in the UK in April 2012 on advertisements on broadband lines.

This was led by the UK Advertising Practice Committee (CAP, Committees of Advertising Practice) led by broadband service advertisements misleading consumers, and new regulations are limited as long as 10% of users can communicate at the advertising speed as advertised , "Maximum ○○ Mbps" such as best effort notation can not be done.

According to the research on the communication speed of broadband companies conducted by the office "Ofcom (Information and Communication Agency)" which conducts discipline and supervision such as telecommunications and broadcasting in the UK on 8-10 pm on weekdays, each company will present in advertisement The actual average speed is lower than the maximum speed, which shows that there is a divergence between advertisement and reality.

BT (maximum 20 Mbps) ... average 7.3 to 9.1 Mbps
Plusnet (up to 20 Mbps) ... average 6.6 to 8.4 Mbps
Sky (up to 20 Mbps) ... average 7.2 to 8.1 Mbps
TalkTalk (up to 24 Mbps) ... average 7 to 8.5 Mbps
Virgin Media's (up to 20 Mbps) ... average 16.4 to 18.1 Mbps
Orange (maximum 20 Mbps) ... average 6.6 to 7.6 Mbps
02 / Be (maximum 24 Mbps) ... average 10 - 11.5 Mbps

In addition, broadband companies have set "unlimited" about the capacity with which data can be communicated, but in the new regulation, we ask each company to clarify the threshold of how much communication is limited (= decelerated) It is.

This regulation is to the last story in the UK, but if such regulation is introduced to the country, the industry may shake and the attention will be focused on future trends.