The advertising watchdog's decision to crackdown on misleading broadband speeds promoted by internet service providers (ISPs) is welcomed by Kate Forbes MSP.
Until today ISPs could advertise "up to" download speeds so long as they are available to at least 10 per cent of customers, but under new Advertising Standards Agency guidelines coming into force today (Wednesday 23 May) that figure will change to 50 per cent of consumers at peak time (8pm to 10pm).
The ASA also states that speed claims in such adverts must be described as "average".
Kate Forbes MSP said she hoped the new rules would help ensure Highlanders "can make more informed decisions about their broadband provider".
The MSP for Skye, Lochaber and Badenoch said: "I have no doubt that many of us in the Highlands have been attracted by promises of high speed broadband, only for our broadband to be anything but superfast.
"This move by the Advertising Standards Authority is important in that it ensures advertising claims are far more accurate and Highland based consumers can make a more informed decision about their broadband provider.
"There will be some people who don't have the luxury of choosing between broadband providers and are stuck with high prices. I would like to see far more competition in order to reduce prices in the Highlands.
"Together with the Scottish Government's commitment to 100 per cent superfast broadband, I hope that one day very soon everybody will be able to depend on a reliable, fast broadband connection."