Ofcom has issued new guidelines to improve broadband information for consumers. Broadband providers must clearly describe the underlying technology of their services using terms like ‘cable,’ ‘full-fibre,’ or ‘copper’ at the point of sale, contract information, and summaries. The term ‘fibre’ alone is now considered ambiguous and should not be used to describe underlying technology. Providers must also provide detailed explanations. These changes aim to help consumers make informed choices and will take effect today on September 16, 2024.
Selina Chadha, Ofcom’s Director of Connectivity 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.”
Here’s the two summary’s from Ofcoms website:
Consumer confusion
Full-fibre networks are currently being deployed at pace, meaning customers are increasingly able to choose from a range of different network technologies for their broadband service. However, the term ‘fibre’ is being applied inconsistently by the telecoms industry and is often used to describe different types of networks, leading to confusion among customers. In particular, some providers use the term ‘fibre’ which is ambiguous, as it could refer to a few different technologies, notably fibre to the cabinet (FTTC), fibre to the premises (FTTP), or cable technologies.
Our research reveals that more than a quarter (27%) of broadband customers lacked confidence in understanding the language and terminology used by providers. Furthermore, only 46% of customers who reported being on full-fibre broadband were living in areas where it is actually available.
New Industry Guidance
To improve consumer understanding, we have decided to issue new industry guidance. In summary:
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- 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’. These descriptions should be offered at point of sale on the website, and before the final purchase in contract information, and in the contract summary;
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- the term ‘fibre’ used in isolation is ambiguous, so it should not be used on its own to describe the underlying broadband technology. This would mean, for instance, that ‘full-fibre’ (or a similar term) is only used to describe networks which use fibre-optic cables all the way from the exchange to the home. Similarly, ‘part-fibre’ (or a similar term) would describe those services with a fibre-optic connection from the local exchange to the street cabinet and then usually a copper wire connecting the street cabinet to the customer’s home; and
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- providers should give a more thorough explanation of the underlying broadband technology – for example through a link – so that consumers can understand in more detail what it means for them. This information must be provided in an accessible form that is easy to understand.
This information is important because the different underlying network technologies can have implications for performance. Notably, on the Openreach network, FTTP can provide a more reliable service than FTTC, as it is less prone to faults. The new guidance will apply from 16 September 2024, giving broadband providers nine months to implement the necessary changes.
The “altnet” industry has been calling for such changes since the start of the “Full Fibre Boom”, we recently had Alistair Goulden, Founder Of Swish Fibre on the Fibrenews Podcast, where he discussed their efforts to launch a national campaign to raise awareness around “Fake Fibre” back in 2021. At Fibrenews, we created our own content to support consumers with understanding the difference between “part fibre” & “full fibre”.
Alistair discussing The "Fake Fibre" Campaign
Fibrenews Knowledge Hub Content - Whats the difference Between Full Fibre & Part Fibre
The action to support consumers and ISP’s is long overdue and Jarlath Finnegan, CEO of AllPoints Fibre made a statement calling for the ASA to take action whilst Ofcom leads the charge and creates the formal awareness:
“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.”
Lastly, it will be interesting to monitor how the major switching brands combat this change and we hope to see the effects make those changes today by edjucating the consumer, pre “deal-link-change” to show which underlying network they’re being offered.
We will update this article as we monitor the industry changes.
