As part of its newly-launched `Stop the Broadband Con' campaign, Virgin Media is calling on broadband providers to publish the details pertaining to their broadband speeds; thereby initiating the much welcome "first step" in the direction of improving the market for users.

Expressing the opinion that consumers across the country deserve superfast broadband services which they can trust, Jon James, Virgin Media's executive director of broadband, said that it is unfair that despite paying for superfast services, some people do not actually receive the broadband speeds that they have signed up for.

Noting that Virgin Media will publish details of its own broadband speeds every month, James further added: "Faster broadband means better broadband, whether you're surfing the web, watching TV online or downloading music and UK consumers deserve superfast broadband they can trust."

Going by the findings of a research by the site, nearly three million broadband customers are dissatisfied with the speed of their service, in spite of the fact that the average download rate has increased by 25 percent in 2010.

About Virgin Media's `Stop the Broadband Con' campaign, James elaborated that the effort also encourages consumers to complain about misleading advertisements which consequently lead them to receive an unexpectedly poor broadband service.

Talking about the Virgin Media campaign, uSwtich. com communications expert Ernest Doku said: "Any initiative that clears up confusion around the broadband speed issue, which affects three million consumers, has to be welcomed."