The UK's largest broadband supplier has called for the industry to be clearer about how it advertises net speeds.
BT Wholesale, which supplies eight million people, said many customers were disappointed by the mismatch between advertised and actual speeds.
An independent survey found that 15% of people who bought eight megabit per second packages actually got the speed.
The firm said regulators needed to agree rules about how broadband speeds could be sold to the public.
"The reality is we are all trying to push the technology," Guy Bradshaw of BT Wholesale told BBC News.
"The industry needs to join together with Ofcom to agree a set of principles as to how these messages should be communicated and advertised so that the understanding with the consumer is as accurate as it can be."
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