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Bill

SB 1036

Relating to: advertising broadband and other Internet speeds and providing a standardized broadband label.

2025-2026 Regular Session Introduced by Chris Larson and 4 co-sponsors

SB 1036 requires Wisconsin ISPs to use standardized broadband speed labels to prevent misleading advertising and increase consumer transparency about actual internet performance.

Failed to pass pursuant to Senate Joint Resolution 1
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WeVote Research Nonpartisan
Bill Summary · SB 1036

Legislative bill overview

SB 1036 would require internet service providers (ISPs) to advertise broadband speeds using standardized labeling and measurement standards, similar to nutrition labels on food products. The bill aims to prevent misleading speed claims and give consumers clearer information about the internet service they're purchasing.

Why is this important

Consumers frequently experience a gap between advertised internet speeds and actual performance, leading to complaints and confusion. Standardized labeling would create transparency in how speeds are measured and advertised, potentially reducing disputes between consumers and ISPs and enabling more informed purchasing decisions. This also addresses a market information problem where technical specifications are often presented in ways that advantage sellers over buyers.

Potential points of contention

  • ISP opposition: Internet providers may resist standardized labeling as it could reduce marketing flexibility and require infrastructure investment to support accurate speed testing and reporting mechanisms
  • Technical complexity: Broadband speeds vary based on network conditions, distance from equipment, and usage patterns—determining a single standardized metric that captures this complexity fairly is challenging
  • Implementation costs: Developing and maintaining standardized testing infrastructure and compliance systems would impose costs on ISPs, potentially affecting smaller providers more severely than large ones

Compiled from official sources — confirm details with the bill’s official record.

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