AOL rapped for false speed claims

AOL has had its wrists slapped by the UK advertising watchdog for an advert it used to promote its 1Mb broadband service.

The advert featured a cheetah with running spikes on its feet and the text: "Live faster with AOL's new Broadband 1Mb service".

According to the Advertising Standards Authority (ASA), a member of the public challenged the claim "1Mb Broadband" as a connection speed of 1Mb “was unlikely because the service was shared by many users.”

This complaint was upheld by the ASA, which concluded that the claim of “1Mb exaggerated the likelihood of achieving the maximum download speed". AOL has since changed its advertisements to include the vital words “up to” in front of any speed descriptions of its broadband services.

A spokesman for AOL told Web User: "This was an old product name for what is now our Platinum service, so it is no longer in use anyway. We felt that 1Mb Broadband was an appropriate and clear name for the service and we always make it clear that our services are "up to" any given speed, but we will obviously abide by the ASA's decision".