Hamilton backs broadband ad rules

Economy Minister Simon Hamilton
Economy Minister Simon Hamilton

Broadband service providers must more accurately reflect the service that will be received by their customers Economy Minister Simon Hamilton has claimed.

pledged his support to calls for changes to advertising rules governing broadband suppliers.

Currently, the rules allow broadband providers to promote “up to” download speeds in their advertising if they can demonstrate that just 10% of their customers can achieve those higher speeds.

“The “10%” and “up to” advertised download speed is incredibly confusing for consumers,” said Mr Hamilton.

“The Executive has for many years recognised the importance of quality broadband access and has invested significantly in the provision of fast and reliable broadband services, particularly in rural areas.

“It is less than acceptable that consumers, both residential and business, cannot get accurate information on the speed of service they will receive when entering contracts with service providers.

“I have written to the Advertising Standards Authority to offer my full support for changes to the advertising rules. Broadband is vital to the growth of our economy. It is also an important enabler when addressing social inclusion. These factors are particularly prevalent to rural areas and, as a largely rural community, to Northern Ireland.”