Ofcom’s new rules mandate that ISPs provide clearer information about their broadband services to consumers. The move, which comes into effect today, aims to address widespread confusion surrounding the terminology used to describe different network technologies.

Under the new guidelines, internet service providers (ISPs) must explicitly state the type of network underpinning their broadband offerings. Terms used to describe these networks must be “clear and unambiguous,” according to the UK’s telecoms regulator.

The crackdown primarily targets the ambiguous use of the term “fibre”, which has been liberally applied to describe both modern and legacy networks. Moving forward, ISPs will need to differentiate between “full-fibre” networks – those with fibre-optic cables running directly to customers’ homes – and “part-fibre”, “copper”, or “cable” networks.

Selina Chadha, Director of Connectivity at Ofcom, said: “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.”

The regulator’s research revealed a significant knowledge gap among consumers, with more than a quarter (27%) lacking confidence in understanding the language and terminology used by providers. Perhaps more alarmingly, only 46% of customers who believed they were on full-fibre broadband actually lived in areas where such services were available.

To combat this confusion, Ofcom’s guidance stipulates that providers must offer a concise description of the underlying network technology for each broadband product.

New rules to counter old broadband confusion

The new descriptions should utilise one or two unambiguous terms, such as “cable”, “copper”, “full-fibre”, or “part-fibre”. This information must be readily available at the point of sale on websites, as well as in pre-purchase contract information and summaries.

Jarlath Finnegan, CEO of AllPoints Fibre, commented: “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.”

Ofcom’s guidance explicitly prohibits the use of “fibre” in isolation, as it’s deemed too ambiguous. Instead, terms like “full-fibre” should only describe networks with end-to-end fibre-optic connections, while “part-fibre” would denote services utilising fibre-optic cables to the street cabinet, followed by copper wires to the customer’s premises.

“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,” adds Finnegan.

Additionally, ISPs are required to provide more detailed explanations of the underlying technology, ensuring this information is accessible and easily understood by consumers.

This level of transparency is crucial, as different network technologies can significantly impact performance. For instance, on the Openreach network, full-fibre (FTTP) connections typically offer greater reliability than part-fibre (FTTC) services due to reduced susceptibility to faults.

As the UK’s full-fibre rollout continues at pace, consumers are faced with an increasingly diverse range of broadband options. Ofcom’s new rules aim to empower customers to make informed decisions by cutting through the marketing jargon and providing clarity on the actual broadband technology they’re purchasing.

The effectiveness of these measures remains to be seen, but they represent a significant step towards greater transparency in the UK’s broadband market. As ISPs scramble to comply with the new guidelines, consumers can look forward to clearer, more honest communications about their internet services.

(Photo by Nathan Dumlao)

See also: Ofcom report analyses UK mobile connectivity

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