Which? says many UK households get half a broadband speed they compensate for.
Customers on a 38Mbps use perceived normal speeds of 19Mbps, according to a findings, taken from 235,000 uses of a broadband speed checker tool.
And those on super-fast packages of adult to 200Mbps were on normal usually means to accept speeds of 52Mbps.
From 23 May, broadband providers will no longer be means to publicize “up to” speeds unless that speed is perceived by 50% of their business during rise times.
“This change in a manners is good news for business who have been invariably let down by impractical adverts and broadband speeds that won’t ever live adult to expectations,” pronounced Alex Neill, Which?’s handling executive of home services.
“We know that speed and trustworthiness of use unequivocally matter to customers.
“And we will be gripping a tighten eye on providers to make certain they follow these new manners and finally broach a use that people compensate for.”
Others felt that a changes, that were demanded following a investigate by a Advertising Standards Authority, did not go distant enough.
CityFibre is one of a handful of providers that wish a ASA to anathema providers from regulating a word “fibre” in adverts if a connectors they offer partially rest on a copper tie from a travel cupboard to a home.
Founder and arch executive Greg Mesch said: “Although we acquire a new manners on promotion speeds entrance into force, a ASA hasn’t left distant adequate to stop consumers from being misled by broadband adverts.
“Fundamentally, a use we get is about some-more than speed, as ability and trustworthiness are now as only critical.
“The stream manners do not heed how twine and copper-based services are described, notwithstanding a knowledge they broach being worlds apart.”