A survey by the
organisation found that broadband packages promising speeds of up
to 8Mbps (megabits per second) actually achieved far less.
Tests of 300 customers' net connections revealed that the
average download speed they were getting was 2.7Mbps.
As a result, Which? has called on regulator Ofcom and Trading
Standards to launch a fresh investigation into UK broadband.
The speed tests were prompted by complaints from members of the
public, unhappy with the speeds of their broadband connections.
In the last 12 months more internet service providers (ISPs)
have offered services, promising speeds of "up to" 8Mbps.
The Advertising Standards Agency (ASA) has investigated several
cases of misleading promotions, most recently asking Bulldog to
make it clear in its adverts that speed was dependent on how far
away from the exchange people lived.
It ruled that broadband providers could use the words "up to"
8Mbps when describing services as long as customers were likely to
get close to those speeds.
The average speed achieved in the Which? trials was 2.7Mbps,
with the lowest coming in at under 0.09Mbps, barely at dial-up
rates, and the maximum only reaching 6.7Mbps.
Smaller providers Global, Waitrose and Zen come out as top
performers in the study, with big names AOL, BT and Virgin Media
rated below average.
Malcolm Coles, editor of which.co.uk, said: "It is shocking that
internet service providers can advertise ever-increasing speeds
that seem to bear little resemblance to what most people can
achieve in reality.
"If it's unlikely that you'll reach the advertised speed it
should be made clear up front, so that you know with some certainty
what you're buying."
A spokesman for watchdog body Ofcom said that it was monitoring
the situation. "If we get increasing complaints we may look at what
more can be done. We are working closely with the ASA and it is
very important that consumers know what they are getting and what
they are paying for."
According to the Which? survey, done in conjunction with the
speed tests, only one in 10 of its members thought that a broadband
service advertised as up to 8Mbps would actually deliver the top
speed.
A spokesman for BT confirmed that 8Mbps would be a rarity for
users. "Virtually no-one will get it. The laws of physics start
applying as soon as it leaves the exchange and you would have to
live on top of the exchange to get the full 8 megabits."
However BT said it is currently upgrading its exchanges as part
of its 21st Century Network (21CN) programme. It will allow for
broadband speeds of up to 24Mbps and will start to be made
available from early 2008.
