Once the changes do roll out on Wednesday, Brits will have a much clearer idea of the sort of speeds they're most likely do get when joining a service, however, it won't stop all people getting lower than the newly advertised speeds, for example, those in rural areas are still more likely to receive slower speeds than those in the urban areas. A large sample of the population took part in the survey: 235,000 people used the Which? online speedchecker tool during the year ending 30 April 2018.
Most UK consumers are getting value from their phone and broadband services overall, but their are areas where they could get better value for money, according to Ofcom's latest annual report on pricing trends for residential phone, broadband and TV services.
The research was conducted ahead of new Advertising Standards Authority (ASA) guidelines coming into effect on May 23. The ASA will require that providers include a median average speed for the service available to at least 50 per cent of households at peak time. This included customers paying for an advertised 200MBps connection, but actually only receiving average speeds of 52MBps - a mere 26 per cent of what they were promised.
Minister for Digital Margot James added: "The new advertising rules are great for consumers - headline 'up to" speeds that only need to be available to 10% of consumers are incredibly misleading.
An interesting graphic was shared by Which?, tabulating its results, as reproduced above.
Which?'s findings are especially timely as they come days before new advertising regulations are set to come into place on how broadband speeds are advertised.
Welcoming the changes, Which? head of home services Alex Neill said that broadband customers have "continuously been let down by unrealistic adverts" and that internet speeds that "won't ever live up to expectations".
You can use the Which broadband speed checker to check your own broadband speeds.
The closest actual average speed to that reportedly advertised was for those on "up to 50Mbps" broadband deals. Until now, service providers have been allowed to advertise "up to" speeds that are available to only a tenth of customers.
Ofcom's research also showed some mobile customers could be over-paying for their phones.
Picture: The great broadband rip-off - advertisers will have to be more truthful about broadband speeds.