We’ve all experienced disappointing broadband speeds at some point, but many people are permanently stuck with download rates that fall well below what their provider advertises. Long-established consumer magazine Which? is urging that broadband speeds be guaranteed for customers.
Based on a survey commissioned by Which?, 45% of respondents reported slow download speeds, and more than half of those said slow performance occurs frequently or all the time.
In an era that depends heavily on constant internet access — not only for personal use but also to keep the wider economy competitive — reliable broadband matters. UK regulator Ofcom says measures already exist to protect customers who experience speed-related problems.
One of those measures is a voluntary code of practice that broadband providers can sign. Under the code, customers must receive a written estimate of expected download speeds at the start of their contract. If speeds drop significantly, customers are allowed to leave the contract without penalty.
Ofcom’s “mystery shopper” exercise indicates the code can work effectively for people who benefit from it. However, questions remain about how many providers have chosen to sign up and how many customers know this code exists.
Which? believes the code should be made compulsory and that providers should do more to give accurate, address-specific speed estimates. Consumers would also benefit from clearer information showing what different speeds actually deliver — for example, how many devices can stream simultaneously, how quickly common files download, and what online activities are supported at each speed tier — together with straightforward guidance on how to test their connection.
The survey’s methodology had limitations. Participants were simply asked whether they experienced “buffering” or slow downloads, but factors such as wireless signal strength, home router setup, or multiple users sharing the connection at the same time were not accounted for, and these can significantly affect perceived speed.
Additional findings showed that 20% of respondents contacted their ISP at least three times to try to resolve connection problems. A quarter had to wait two days to get their service fixed, and one in ten waited a week or more.
“The internet is an essential part of modern life, yet millions of us are getting frustratingly slow speeds and having to wait days to get reconnected when things go wrong,” said Which? executive director Richard Lloyd.
Do you think broadband providers should be expected to do more?