Wanadoo "full speed broadband" claim slapped down by watchdog

ISP Wanadoo has been slapped on the wrist by the Advertising Standards Authority (ASA) for claiming 512Kbps was "full speed broadband".

The complaint was brought by fellow ISPs BT and Telewest, which objected to ads in the regional press for Wanadoo's unlimited 512Kbps service carrying the slogan "full speed broadband".

BT and Telewest objected on the grounds that, given faster broadband services were available, the ad may lead the broadband-buying consumer into thinking 512Kbps is the fastest connection available. With an array of baffling broadband-esque terms and services out there, they maintained, users could be confused.

Wanadoo claimed that its use of the term "full speed" was justified because, although many ISPs offer services at lower speeds, broadband is generally considered to be 512Kbps and faster. silicon.com's readers agree - according to a poll , 90 per cent of readers think anything under the 512 Kbps threshold is just not broadband. Wanadoo said the ad would help clear up confusion over what really is

The ASA, however, thought consumers could be misled by the phrase and asked the ISP to remove it.

Advertising broadband speeds appear to have become a thorn in the side of ISPs in general of late. AOL recently got a similar ticking off because an ad seemed to suggest ait would be able to deliver a 1Mb connection all the time.