Ofcom guidance on customer information comes into force

Broadband providers must give customers clearer information about fibre services as new guidance from Ofcom comes into force.

This is to target historically inconsistent use of the term fibre and a lack of education regarding specific services.

The regulator has given three points of guidance to be given before consumers agree to purchase a broadband service.

Providers should give a short description of the underlying network technology of each broadband product using one or two terms that are clear and unambiguous, such as ‘cable’, ‘copper’, ‘full-fibre’ or part-fibre’. 

Providers should not use the term ‘fibre’ on its own to describe the underlying broadband technology.

Finally, providers should give a more thorough explanation of the underlying broadband technology.

Selina Chadha, Ofcom’s Director of Connectivity said: “By requiring clear, straightforward information on network technologies, consumers will have a better understanding of the characteristics of their broadband service, so that they can compare services more easily and choose the best one to meet their needs.”

APFN CEO Jarlath Finnegan added: “Ofcom’s new industry guidance is welcome. We have been saying for some time that consumers are being misled by providers who sell part-copper connectivity as ‘fibre’.

“We now need the Advertising Standards Authority to immediately follow suit. It’s little surprise that consumers aren’t engaging more heavily with the market when terms like ‘fibre’ are being used in an unclear way.”