Which? findings demonstrate need to invest properly in future broadband services

Published: 4 Aug 2018



A bundle of glass fibre broadband cables

Research published today by consumer group Which? shows that the majority of broadband providers have cut the speeds they offer in their marketing, following changes to advertising rules.

The study finds that since the introduction of new rules by the Committee of Advertising Practices in May, 11 suppliers have cut the advertised speeds of some of their broadband deals, with the cheapest deals dropping by an average 41 per cent.

Previously, broadband providers were able to advertise deals offering “up to” speeds, which as few as one in 10 customers would reach.

But new advertising rules mean that at least half of customers have to be able to reach the average broadband speeds even during peak times, for them to be advertised.

Responding, a National Infrastructure Commission spokesman said:

“Today’s findings demonstrate the slower broadband speeds that households and businesses are actually working with. But if we are to make a lasting difference, as well as tackling the immediate issues, we need to invest properly for the future.

“Our National Infrastructure Assessment, the first of its kind for the UK, endorses a move to full fibre broadband which could help guarantee that customers get the speeds they pay for – as much as 1,000mbps.

“All this would be backed by a National Broadband Plan to ensure all parts of the country benefit, which is why we were pleased to see the Government’s recently published plans mirror our recommendations, with proposals to subsidise access to full fibre for rural and remote communities.”

Notes to Editors:

The National Infrastructure Assessment’s recommendations for Building a Digital Society can be found here

Share this article


Recent Articles

Coming up in 2024
Thumbtack pins in calendar concept for busy, appointment and meeting reminder

Coming up in 2024

This page shows a calendar reflecting the latest expected dates for Commission reports, publications and events. You can also sign up to receive our quarterly newsletter by entering your email address in the box at the foot of each website page.

1 Feb 2024 By
Commission to explore capability of local electricity grid to support renewables push
electricity substation

Commission to explore capability of local electricity grid to support renewables push

Ensuring that the network connecting homes and businesses to the electricity supply can cope with the demands of a fully electric-powered economy will be the focus of a new piece of work by the National Infrastructure Commission. The government has today (27 February) published the terms of reference for the study, which asks the Commission...

27 Feb 2024 By
We’re recruiting – Senior Policy Adviser (environment)
Floodplain near Wollaston

We’re recruiting – Senior Policy Adviser (environment)

We’re looking to recuit someone with a particular interest in water management to join our environment team and help develop policies that enables our infrastructure systems to better protect and enhance our natural environment and safeguard important natural resources in the face of climate change impacts. Based in our Leeds office, the successful candidate will...

23 Feb 2024 By
Letter to government on business models for net zero technologies

Letter to government on business models for net zero technologies

Commission Chair Sir John Armitt has written to government setting out the need to accelerate efforts to encourage private investment in the energy infrastructure pivotal to achieving net zero and energy security. In a letter to the Chancellor and the Secretary of State for Energy Security and Net Zero, Sir John highlights the importance of...

23 Feb 2024 By

Evidence_Icon_Turquoise Created with Sketch.

Explore data used in the Commission's research, and gain insights from across UK infrastructure

Join our team of professionals supporting the Commission to provide evidence based and forward thinking advice on infrastructure strategy.