In practice, different customers of the same provider can achieve different broadband speeds as a result of a number of factors, and this has implications for how broadband speed claims may be communicated by advertisers. This Advertising Guidance primarily provides advice about making ‘maximum’ claims in the form of a numerical speed claim, for example “up to 10Mb broadband” but it also applies to other approaches used to indicate the maximum speed of a service, such as “superfast”. Maximum speed claims should be based on the actual experience of users.

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