While Denmark has a reputation for having a lot of rules, many of the rules are not direct laws, but rules the industry set along themselves, but often under threat from the government that if the industry can't regulate itself, then it will be regulated by the government.

After such a threat in 2012, the Danish internet industry then agreed on how to market internet speeds: no more "up to"-speeds in main campaigns, and they can't advertise speeds for landlines 90% of their customers can't get 90% of the time they use it, for mobile connections the numbers are 70%.

This system appears to work rather well, and I like that it demands that the numbers they advertise are numbers achieved when actually used, so they can't advertise the speed people might get at 3AM, but mostly from 5-10PM when the load is heaviest. That also means that the tiny text at the bottom of the ad isn't "numbers are up-to", but "at times of low network load, speeds might be significantly higher than advertised. I myself pay ~25€ for 250/250mbit, but during the night I get more than double that and only rarely do I get below 230/230.