How to read broadband speed claims fairly
In short: “Up to” means the maximum possible under ideal conditions—many customers get less. “Average” speeds are typically based on a sample of users at peak time. Your actual speed depends on your line, distance, equipment, and congestion. Regulators require providers to give clearer information at point of sale; use that and run your own tests to set expectations.
“Up to” speeds
“Up to 36 Mbps” or “up to 900 Mbps” means the technology can support that maximum. It doesn’t mean you’ll get it. With FTTC, for example, speed depends heavily on distance from the cabinet. With full fibre, you’re more likely to get close to the headline, but network and in-home factors still apply. So treat “up to” as a ceiling, not a promise. Our guide on what broadband speed you need helps you translate Mbps into household use; gigabit-capable explains what that label usually implies in marketing.
“Average” and “typical” speeds
Providers often quote a “typical” or “average” speed, often based on what a proportion of customers get at peak time (e.g. 8–10 pm). That gives a more realistic picture than “up to” but still isn’t your individual result. Your postcode and line will determine what you get.
What you should get at sign-up
Ofcom rules require providers to give you an estimated speed range when you sign up, and to allow you to leave without penalty if the speed you get is significantly below that. Check your contract and the provider’s speed guarantee so you know your rights.
Testing yourself
Run your own speed tests (see our guide on how to test broadband speed properly). Use a wired connection to the router for a fair check of the line. If results are consistently well below what you were led to expect, contact your provider and refer to their speed guarantee.