Be Unlimited to change 24Mbps advertising claim after advertising standards complaint

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broadband modemBe Broadband are the latest broadband service provider to be rapped by the Advertising Standards Agency for potentially misleading advertising.

The problem is that the speed of ADSL2 which theoretically provides up to 24Mbps falls off very quickly anywhere from 1km from the local telephone exchange. However, it should still provide a faster service than ADSL 8Mbps offerings.

The ASA responded to complaints that the headlined 24Mbps speed would not be attainable by ‘most users’. Not much different from the 8Mbps services that aren’t attainable by ‘most users’.

According to the ASA, Be have been very cooperative in providing information to assist the investigation. The ASA concluded that speeds lower than 24Mbps would not affect end-users’ broadband experience in a major way, but that those customers who ended up with an 8Mbps service would feel misled. Be will be changing their disclaimer to cover this issue.

According to Think Broadband, Be do screen orders, and refuse applications from those whose telephone line is considered too long.

(Via Think Broadband)

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Andy Merrett

One thought on “Be Unlimited to change 24Mbps advertising claim after advertising standards complaint

  • To be fair to Be, we were informed that we were likely to receive a connection of approx 15mbit/s when we phoned up to order a connection. I don’t feel that we’ve been misled.

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