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The ASA ruled that, 'consumers would understand "full speed broadband" to mean the maximum speed available for a broadband service. Because broadband was available at the faster speeds of 1Mbps and 2Mbps, the Authority concluded that to claim 512Kbps was "full speed broadband" was misleading.'

BT and Telewest instigated the complaint, objecting to two regional newspaper advertisements headed 'Full speed broadband for just £17.99 a month'.

Wanadoo, formerly Freeserve, argued that the words full speed did not imply 512Kbps was the fastest broadband service available, merely that it is faster than the 150Kbps and 256Kbps services that some ISPs sell as broadband. The ASA has stated in a previous ruling that 'most consumers would understand broadband to mean a service of upwards of 500Kbps'.

Wanadoo explained that, by calling their 512Kbps product 'full speed' they had tried to correct the confusion created by other ISPs who made broadband claims for slower speed services.