ISPs face changes to the way they advertise broadband services.
From April next year, providers will no longer be able to advertise maximum speeds for net packages unless 10% of customers can actually get them.
The new rules come from the Committees of Advertising Practice (CAP), the body responsible for writing advertising codes.
But Which?, one of the main campaigners for change, said the new rulings do not go far enough.
There has been huge pressure from industry and consumer groups for changes in the way broadband services are marketed with many feeling current campaigns are misleading consumers.
“This new guidance directly responds to consumer concerns by setting an appropriately high bar for advertisers who want to make speed and unlimited claims in ads,” said CAP chairman James Best.
“Advertising is only effective if consumers trust the messages they see and hear,” he added.
Read More/Source: BBC News