Ofcom has introduced new regulations to help consumers better understand their broadband options, tackling confusion caused by unclear jargon. Starting today, internet service providers (ISPs) must provide clearer and specific information about the type of network underpinning their broadband services. These regulations aim to address widespread issues where customers struggled to differentiate between various broadband terms.
The updated guidelines require that ISPs explicitly state whether their service is based on “full-fibre”, “part-fibre”, “copper”, or “cable” networks. This change primarily addresses the misuse of the term “fibre”, which has been applied to both modern and older networks without distinction.
Selina Chadha, Director of Connectivity at Ofcom, emphasized the need for more clarity: “Today’s guidance is designed to address customer confusion surrounding the different network technologies underpinning broadband services. 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.”
Research from Ofcom revealed that 27% of consumers lacked confidence in understanding broadband terminology. Furthermore, only 46% of those who believed they had full-fibre broadband actually lived in areas where such a service was available. The new guidelines aim to bridge this knowledge gap by requiring ISPs to offer concise and accurate descriptions of the network technology for each broadband product.
The updated descriptions must use one or two clear terms, such as “full-fibre” or “part-fibre”, and this information must be available at the point of sale, on websites, and in pre-purchase contract information. According to Jarlath Finnegan, CEO of AllPoints Fibre, “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.”
The guidance forbids the use of the term “fibre” alone due to its ambiguity. Instead, “full-fibre” should refer to networks with end-to-end fibre-optic connections, and “part-fibre” to those using fibre-optic cables to the street cabinet, followed by copper wires to the customer’s premises. This clear distinction aims to reduce consumer misunderstanding and provide a more accurate representation of service capabilities.
As the rollout of full-fibre networks continues across the UK, consumers face a growing range of broadband options. Ofcom’s regulations seek to empower customers to make informed decisions by offering straightforward and honest descriptions of the technologies available. The effectiveness of these measures remains to be seen, but they represent a significant step towards greater transparency in the UK’s broadband market.
