Virgin Media welcomes ASA review of broadband advertising

17th November 2016

Responding to the Advertising Standards Authority (ASA)’s decision to launch a review of the “10 per cent rule”, which allows companies to advertise their fastest broadband speeds even if they can be received by as few as one-in-ten customers, Tom Mockridge, Virgin Media CEO, said: 

“This is long overdue reform of a loophole which lets companies advertise a headline broadband speed if it is available to only 10% of customers.

“Consumers should know what they’re paying for and not be hoodwinked by a little known rule which is supposed to be their interest.”

Virgin Media has long been campaigning for reform of the outdated 10 per cent rule, and Tom has written about the problems with the rule.

Groups representing consumers, local government, as well as prominent politicians, support reforming the 10 per cent rule:

  • Today Digital Minister Matt Hancock said the current rule is “incredibly misleading”. Former Digital Minister Ed Vaizey described the 10 per cent rule as a “complete and utter joke”.
  • Over 100,000 people have signed Which?’s petition calling for the 10 per cent rule to be reformed.
  • The Local Government Association has called for “greater honesty and openness” and called the 10 per cent rule “misleading” .