Which ? has called on the Advertising Standards Authority ( ASA ) to prevent companies such as Sky , BT , Virgin Media , TalkTalk , Five , Three , and O2 , from advertising “ superfast ” broadband speeds unless more than half their customers can actually afford them . According to the consumer watchdog , 500 m UK households are not getting the high - speed broadband they are paying for , due to “ misleading ” advertising , and is calling for the rules to be changed as a result . “As an evidence-based regulator we want to make sure our approach is underpinned by the experience of real people,” said Guy Parker, chief executive of the ASA. The ASA revealed last week that it is conducting research into customers ’ understanding of claims about broadband speed in advertising , with results to be published this autumn .
Which ? has called on the Advertising Standards Authority ( ASA ) to prevent companies such as Sky , BT , Virgin Media , TalkTalk , Five , Three , and O2 , from advertising “ superfast ” broadband speeds unless more than half their customers can actually afford them . According to the consumer watchdog , 500 m UK households are not getting the high - speed broadband they are paying for , due to “ misleading ” advertising , and is calling for the rules to be changed as a result . The ASA revealed last week that it is conducting research into customers ’ understanding of claims about broadband speed in advertising , with results to be published this autumn .