New rules in UK about advertising of broadband services

The UK Advertising Standards Authority (ASA) has enacted new rules that specify how ISPs can advertise their broadband services to consumers. These rules, which will become effective in May 2018, will require ISPs to use different, more clear terminology in their adverts. New adverts about Internet speeds will need to be based on the download speed available to 50% of customers at peak times, and must be indicated that this is an average speed. The ISP community is generally in favour of these rules, but is  objecting on how specific types of service (fiber, carbon, etc) are marketed.