The Advertising Standards Authority requires UK broadband providers to advertise median speeds rather than theoretical maximums — a significant change from the era of "up to" speed claims. But median figures still represent what half of customers achieve at peak times, which may tell you relatively little about what you personally will receive in your particular property on your particular line type.
| Contract term | What it means in practice | What to check |
|---|---|---|
| Advertised download speed | Median speed at peak time, not guaranteed minimum | Ask for the minimum guaranteed speed specific to your address |
| Mid-contract price rises | Many contracts allow annual CPI/RPI-linked increases | Check whether the rise triggers an exit right or not |
| Contract length | 18 or 24 months is standard; 12-month options exist | Shorter terms usually mean higher monthly prices |
| Early termination charge | Often the remaining months at full price | Confirm the exact formula before signing |
| Installation and equipment fees | Often waived on promotion; may apply if cancelled early | Check what happens to equipment if you leave |
Speed guarantees and what you can actually claim
Since 2019, Ofcom rules have required broadband providers to tell customers the minimum guaranteed speed specific to their address before they sign up. If your service consistently falls below that minimum — typically measured over a 30-day period — you have the right to exit the contract without penalty. This right is often not promoted prominently, and many customers are unaware it exists.
Mid-contract price rises and your exit rights
Several major providers include clauses allowing annual price increases linked to CPI or RPI inflation, sometimes with an additional percentage on top. The rules on whether this triggers an exit right depend on how the contract is worded. Post-2022 guidance from Ofcom introduced new transparency requirements, but the detail of individual contracts still varies. Any increase described as a "material detriment" generally allows exit without penalty — but that characterisation is often disputed.
Six questions to ask before signing a broadband contract
- What is the minimum guaranteed speed specific to my address?
- Does this contract include annual price rise clauses, and does an increase give me exit rights?
- What is the exact early termination charge formula?
- Is there a cooling-off period after installation, and how long is it?
- What happens to equipment if I leave within the contract term?
- Is the technology fibre to the cabinet (FTTC) or full fibre (FTTP), and does it matter for my address?
Full fibre (FTTP) connections, where the optical cable runs directly into the building rather than stopping at a street cabinet, generally offer more consistent speeds and are less affected by distance from the exchange. Coverage is still expanding across the UK, but checking whether your address qualifies for full fibre before committing to a FTTC contract can avoid the frustration of switching six months later.