Australia's consumer watchdog has called for public submissions into broadband advertising, saying that pictures of athletes and animals instead of detail on speed and performance make it "difficult" for Australians to make informed decisions.

The Australian Competition and Consumer Commission says internet service providers such as Telstra, Optus and TPG need to lift their game and provide accurate, detailed information about their fixed broadband services.

In a discussion paper released on Tuesday, it said fixed broadband advertising in Australia was weighted too much towards price and download quotas, with "restricted" details on speed.

It said the practice of advertising speeds "up to" a certain amount based on an underlying wholesale service - for example, NBN wholesale service speeds up to 25Mbps - "might misrepresent the speeds that the retail broadband service can consistently achieve, especially during peak periods when most consumers will want to use the service".

ACCC chairman Rod Sims said consumers were entitled to expect "clear and accurate information" about broadband services.

"At the moment, it is difficult for consumers to access accurate information as broadband advertising is not focusing upon speed and performance," he said.

"Consumers are being presented with little information or vague claims like 'boost' and 'fast', or just pictures in advertising of athletes or animals."

The ACCC said improved advertising standards would boost competition and benefit consumers.

The discussion paper does not mention specific advertisements. However major telcos Optus and Telstra have each featured athletes in their marketing materials.

Optus signed Olympians Usain Bolt and Australia's Anna Meares earlier this year to promote its mobile and broadband products. It has previously used animals in its advertisements.

An Optus spokesperson said Optus was "investing considerably" in networks to improve customer service and "indicated some time ago" a desire to work with the ACCC on speed measures.

"We always take consumer information seriously and take steps to verify technical claims made in our marketing materials," the spokesperson said.

Telstra meanwhile is being sued by the Australian Olympic Committee over advertising which the Committee claims misrepresents Telstra as an official sponsor of the Australian Olympic team.

A Telstra spokesperson said Telstra would consider the issues put forward in the discussion paper and provide a submission by the deadline.

Submissions to the ACCC's consultation close August 25.