Broadband ads 'are unrealistic' as consumer group Which calls for tighter rules Firms can make 'up to' claims as long as 10% are guaranteed it top speed Only 12 per cent of consumers realise this when purchasing broadband Research revealed price is most important factor when choosing company Broadband companies are advertising unrealistic internet speeds, according to a consumer group Broadband companies are promising customers unrealistic internet speeds, says a consumer group calling for tighter rules on advertising. Which? said many ads promise speeds of 'up to' a certain level â€" which only one in ten customers actually get. Firms can make these 'up to' claims as long as 10 per cent of buyers are guaranteed the top speed. But only 12 per cent of consumers realise this, a Which? survey of 2,339 people found. It also revealed speed is the second most important factor in choosing broadband, after cost â€" and a quarter of people would choose a different deal if they had more information. Some 88 per cent believe speed should be shown in ads but just 5 per cent agree the way it is currently advertised is the clearest option.Â Which? said it wants advertised broadband speeds to more closely match the actual experience of the majority of customers. It has called on the Committees of Advertising Practice to make firms quantify claims such as 'superfast' and advertise only the speeds most people are likely to get. Richard Lloyd, of Which?, said: 'Internet connection is now an essential part of modern life so it beggars belief that providers can sell people short by advertising speeds that only 10% of customers could receive. We want advertising watchdogs to pull the plug on confusing adverts and ensure broadband providers show the speeds the majority of customers will actually get. In the meantime, companies need to be more up-front with customers about the speeds they can expect. The Advertising Standards Authority said it would listen to the concerns.Â Firms can make these 'up to' claims as long as 10% are get the top speed. But only 12% of people realise this