Feeds

Virgin demands ISPs end broadband speed 'con'

We say, put your own house in order first, Virgin

Build a business case: developing custom apps

ISP Virgin Media said today that it wants other ISPs to bring an "end to misleading broadband advertising" by stressing typical or average speeds rather than the infamous "up to" broadband bandwidths they claim to offer.

A good call, but it's case would be strengthened enormously, we'd say, if it had the bottle to do downplay "up to" speeds itself. "Up to 10Mb speed," says the company's website this morning of its own L offering, and its XL and XXL packages are similarly promoted. And not just in the small print - in a big, in-yer-face graphic too.

Virgin Media 10Mb

Don't like 'up tos' do you, Virgin?

Virgin describes relying on such headline numbers as a "con" and has even posted a website, www.stopthebroadbandcon.org, to "support the campaign for broadband honesty".

In fact, nowhere on the L, XL and XXL pages on the main Virgin site, even in the small print, does the word "average" appear, yet that's the value Virgin is essentially calling on its competitors to state.

To be fair, Virgin does publish what it claims are "typical" speeds for each of its broadband packages, though the data are accessed through a small text link on its main broadband page tucked under the heading "Why Virgin Media?". The average speeds of each of the its packages are presented on another page still.

Not many - if any - other ISPs provide such information at all.

Virgin wheeled out company founder Richard Branson to say: "I’m challenging all broadband providers to be honest with their customers."

If that means ditching the "up to", Virgin, we challenge you show a lead. ®

The essential guide to IT transformation

More from The Register

next story
6 Obvious Reasons Why Facebook Will Ban This Article (Thank God)
Clampdown on clickbait ... and El Reg is OK with this
So, Apple won't sell cheap kit? Prepare the iOS garden wall WRECKING BALL
It can throw the low cost race if it looks to the cloud
Time Warner Cable customers SQUEAL as US network goes offline
A rude awakening: North Americans greeted with outage drama
Shoot-em-up: Sony Online Entertainment hit by 'large scale DDoS attack'
Games disrupted as firm struggles to control network
BT customers face broadband and landline price hikes
Poor punters won't be affected, telecoms giant claims
Netflix swallows yet another bitter pill, inks peering deal with TWC
Net neutrality crusader once again pays up for priority access
prev story

Whitepapers

Top 10 endpoint backup mistakes
Avoid the ten endpoint backup mistakes to ensure that your critical corporate data is protected and end user productivity is improved.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Backing up distributed data
Eliminating the redundant use of bandwidth and storage capacity and application consolidation in the modern data center.
The essential guide to IT transformation
ServiceNow discusses three IT transformations that can help CIOs automate IT services to transform IT and the enterprise
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.