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Sky advertises average broadband speeds and launches 'lowest' fibre deal

Thursday, December 22nd 2016 by Phil Wilkinson-Jones

Sky has started advertising the average broadband speeds received by its customers and has launched what it calls “the UK’s lowest fibre broadband and line rental offer”.

The provider is the first to feature average download speeds so prominently in its advertising, although the rest of the industry could soon have to do likewise.

Currently, providers are allowed to advertise ‘up to’ speeds as long as they can be achieved by at least 10% of customers.

But the rules around broadband speed advertising are being reviewed by the Advertising Standards Authority (ASA) and are likely to change in the New Year.

The watchdog has already introduced new rules affecting the way broadband price claims are advertised and last month said speed claims in ads were misleading.

Sky announced its apparently pre-emptive move as it launched what it claims is the UK’s lowest-priced fibre broadband deal.

It is offering Sky Fibre for £20 a month including line rental, with a reduced one-off set-up cost of £19.95. The deal is available to existing Sky TV customers and new customers signing up to Sky TV.

The broadband has an average UK download speed of 34Mbps and comes with a 25GB monthly data usage limit.

Sky has also announced the creation of a new Sky Broadband Tech Team, which will offer specialist broadband customer service.

Lyssa McGowan, Sky’s director of communication products, said: “Faster and more reliable internet is becoming ever more important for our TV customers.

“That’s why we are offering Sky Fibre at such a brilliant price, exclusively for our Sky TV customers, alongside launching our new, dedicated Broadband Tech Team, so they get the best service in town.”

Sky said its advertised average speeds are based on Ofcom's latest broadband performance report, adding that all customers will get a bespoke line speed check before buying, giving them an even better idea of what they can expect to receive.

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