"But, because it considered most consumers would understand broadband to mean a service of upwards of 500 kbps, the Authority concluded that the claim "broadband", without qualification, was likely to mislead,"
but that doesn't fit the technical definition of broadband so those consumers are wrong in their understanding. How can you blame a company for that?
Where does this "common" understanding come from? Broadband, is a broad term. It is used to cover both ADSL and Cable connections which are very different.