Virgin Media has said that it will no longer make unachievable speed claims for its ADSL services, and has called on the industry to follow suit.
The promise, made by the company's chief executive Neil Berkett (pictured), came as the ISP launched a raft of new non-cable services.
"Many consumers are confused by speed claims that are, at best, misleading and, at worst, disingenuous," commented Berkett. "I hope our National Broadband Speed Promise will help people choose the product that’s right for them and set a new standard of transparency for the whole industry."
The company's marketing will be one of the areas first affected by the strategy change, with all future marketing making it clear what customers in certain areas can realistically expect.