Entanet has called on consumer magazine Which? to ‘get real’ after the company posted an opinion blog about the issue of broadband speed advertising.
Which? called for guarantees on the advertising of broadband speeds and how quickly issues are fixed.
Paul Heritage-Redpath, product manager at Entanet, responded to the Which? article in a blog post: “We agree that all ISP websites should have accurate and justified headline speed claims but toughening advertising guidelines and forcing ISPs to provide inaccurate guarantees is not the best approach.
“Surely it would be more beneficial to educate customers to the fact that it is just an ‘estimate’ and that a guarantee would not be accurate and is therefore not provided.”
The Advertising Standards Authority (ASA) currently requires ISPs to advertise headline speeds based on the actual speeds achieved by at least 10 per cent of their customer base.
However, Which? requested in its blog that the ASA should toughen up their rules.
This is not the first time Which? has been criticised for its articles, as many PC stores hit back at the magazine earlier this year after Which? claimed PC stores are overcharging customers.