The dark side of advertising average broadband speeds

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As we know, changes have been coming for UK broadband advertising for a while now.  Back in December Sky made the bold decision to prominently display their average Internet speed in their adverts, which was a first for British broadband providers.

It seemed like a progressive step forward, but a source from Sky has reportedly admitted their new policy has a negative side.

ISPreview are reporting that the ISP have recently made quiet changes to the packages they offer. It appears that they are no longer selling broadband of any kind to customers with a minimum access line speed of 2Mbps or less.

As a result, people living in remote rural areas with poor quality copper ADSL lines will effectively be cut off from using Sky. Of course those in the countryside could follow in the footsteps of the Lancashire farmer who built her own DIY 1gbps broadband network, but not everyone has the tools (nor the time) for that.

While it’s unknown exactly how many users this change will affect, a recent Ofcom report estimates that just 1% of the UK population are unable to get a download speed of 2Mbps.

It’s important to note that this change will apparently have no effect on existing customers, but a move to push away potential new users is still a divisive move from Sky.

Sky reportedly confirmed to ISPreview that the policy change quietly came into action on the 13th December 2016 – just days before their average speeds advertising pledge.

In Sky’s view, people will 2Mbps or less on ADSL lines will experience weak broadband regardless. But they did confirm that they will be offering a FTTC based fibre connection to people who fall within this bracket – but only if this is actually available and that it will go faster than 2Mbps.

About the Author

James Harley

James lives in London and is a keen author in the consumer telecommunications space. He always has a keen eye on the latest news, offers and deals available to broadband users.

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