According to a new research commissioned by bigwig cable operator Virgin Media UK, nearly 90 percent of the people think that broadband advertising is “misleading.”

The research, which included the participation of 1,000 people and was conducted by research agency ICM, largely pertained to consumer attitudes towards broadband advertising; and primarily focused on broadband speed claims.

Specifically speaking, the research found that 93 percent of people believe that Internet Service Providers (ISPs) should only advertise the typical speed that is received by the majority of customers; while 54 percent people said that the difference between advertised and actual speeds does not surprise them any more.

In addition, 41 percent people would willingly pay more if ISPs assure them of a speedier broadband connection.

Meanwhile, only 9 percent of people believe that advertised headline broadband speeds are accurate; and only 2 percent believe the approach of advertising ‘up to’ speeds is a clear way of mentioning broadband speeds.

Furthermore, 98 percent people said that price was their main consideration while selecting a broadband provider; while 96 percent people said that broadband speed was the most important factor.

Commenting on the findings, Which? expert Ceri Stanaway said: “The research published today clearly shows that consumers are fed up with the misleading advertising of 'up to' broadband speeds, and demonstrates that regulators and industry have a long way to go to ensure broadband speeds are advertised in a transparent and meaningful way.”