r2b2:I don't think Vodafone have ever hidden the fact its "up to" speeds. On the page that you linked to (under What's Included):

 

• Ultra Fast 50 – up to 50 Mbps download, 2 Mbps upload; or Ultra Fast 100 – up to 100 Mbps download, 10 Mbps upload (Available to new customers from 2 September 2014.

It was always advertised as "up to", but that was usually the extent of it. Vodafone has similar warnings plastered in several areas now. "^^Up to 50Mbps download speed". "Actual speeds may vary."

Look at Vodafone's offerings for ADSL and VDSL. They're just "fast" and "faster". Vodafone doesn't specify any numbers there (nor should they).

However, by advertising downstream rates, Vodafone has given people expectations - and they're often unrealistic. When someone sees a connection that can offer "up to" 100 Mbps, they expect that it should perform well when they're watching Netflix or browsing the Internet. Vodafone sells their cable Internet as their "fastest" option, even though it can unfortunately be worse off than standard ADSL when customers are most likely to want to use it.

Vodafone needs to stop misleading people. How would you feel if a provider offered "up to" gigabit Internet, and then found yourself below 10 Mbps many nights? The Guidelines for Broadband Providers agrees: Advertised speeds should be accurate and realistic. Check out the "Representations About Speed" section.