Research indicates many British households are paying too much for broadband while receiving speeds that are often only half of what was advertised.
Ofcom’s recent analysis suggests roughly four million UK households could reduce their broadband bills by switching provider or renegotiating their contracts.
Many customers sign up for attractive introductory offers but then fail to review their options when the promotional period ends. When those deals lapse, monthly charges can rise substantially.
Ofcom’s pricing trends report highlights a clear example: customers still on BT’s legacy ADSL packages now face average prices of £42.99, while BT’s fibre options can start from around £24.99—meaning those on older ADSL plans could save by moving to modern fibre services.
Speeds far below expectations
Beyond cost, performance shortfalls are a major concern. Which? analysed results from 235,000 users of its broadband speed-checking tool and found that, on average, households receive only about 51% of the speeds advertised by providers.
For instance, customers paying for 38Mbps typically recorded average speeds near 19Mbps. And some customers on 200Mbps packages were measured at just 52Mbps—demonstrating substantial gaps between marketing claims and real-world experience.
To tackle misleading speed claims, the Advertising Standards Authority (ASA) is introducing new rules that come into effect on Wednesday. The ASA will require providers to include a median speed figure that reflects the service available to at least 50% of households during peak usage times.
Alex Neill, Managing Director of Home Services at Which?, welcomed the change, saying:
“This change in the rules is good news for customers who have continuously been let down by unrealistic adverts and broadband speeds that won’t ever live up to expectations. We know that speed and reliability of service really matter to customers and we will be keeping a close eye on providers to make sure they follow these new rules and finally deliver the service that people pay for.”
However, some industry figures argue the new rules do not go far enough. Greg Mesch, founder and CEO of CityFibre, criticised the ASA for allowing the term “fibre” to be used in marketing for copper-based services. He warned that this practice misleads consumers and undermines investment in full-fibre infrastructure, which offers significantly better capacity and reliability.
“Fibre and copper are worlds apart in the capacity and reliability they offer,” Mesch said.
“To say the differences are not material enough to require differentiation is completely wrong. These rules must be changed.”
Until the ASA’s new requirements are implemented, many providers have been criticised for advertising “up to” speeds that are realistically only achievable by a small minority—sometimes as little as ten percent—of customers.
With significant numbers of households overpaying and many receiving lower-than-advertised speeds, experts recommend consumers review their broadband plans regularly, check real-world speed data, and consider switching to full-fibre options where available to improve both value and performance.
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