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As of Thursday, all British mobile operators will be forced to comply with the Advertising Standards Authority (ASA) guidelines designed to prevent misleading mobile speeds being advertised.

Darren Farnden, Head of Marketing

Darren Farnden, Head of Marketing

The guidelines have already been in place for some time now for fixed-line broadband providers and are now applicable to mobile operators following a 3 month notice period.

The guidelines operate in much the same way as for fixed-line providers whereby speeds should only be advertised if 10% of their customer base can achieve the speed, whilst also being “clearly explained” to customers. However, the further difficultly mobile operators face is that they must make speed calculations based on the various locations users access the services.

As we have said in our previous article (ASA broadband guidelines – What will it mean for resellers?), we believe these guidelines will only cause confusion and potentially have a negative effect on the digital divide. With little guidance from the ASA and CAP, we certainly do sympathise with mobile operators during this time, especially with the additional calculations they must make.

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