The average UK broadband speed remains less than half that advertised, with regulator Ofcom pushing for new rules to ensure consumers are not misled.

Ofcom's biannual study found that the average speed is 6.2Mbit/second, despite the average advertised "up to" speed of 13.8Mbps.

The communications regulator has recommended new rules for advertisers requiring them to cite typical speeds actually achieved by at least half of customers, "so consumers have a clearer idea of what speeds to expect", it said.

It also says a maximum speed should be only be used "if it is actually achievable in practice by a material number of consumers".

Ofcom's own research indicated that consumers would welcome more information on broadband speeds to allow them to make effective and informed choices, it said.

It has passed its recommendations to the Advertising Standards Authority, which is responsible for any changes to the regulations.

The study looked at 11 packages provided by the seven largest internet service providers, representing more than 90 per cent of residential broadband subscribers in the UK, compiling results from more than 18 million separate performance tests in 1,700 homes during November and December.

It found that next-generation superfast broadband services, available to a growing number of households, were significantly faster than current generation services.