Starting this week, new Ofcom guidelines are shaking up the broadband market. The new guidelines are aimed at ensuring consumers know exactly what they are signing up for. 

Crossed wires

With the rapid rollout of full-fibre networks, consumers have an embarrassment of choices for their internet services. However, the term ‘fibre’ has been used pretty loosely in the past, causing a lot of confusion, and with the ASA and Ofcom preivously taking different approaches to how it should be used.

To clear things up, Ofcom has set out some new rules which came into force this week. 

These are a departure from the ASA's previous approach… but in my view as someone who enjoys the benefits of full fibre broadband, this is the right approach!

Fair exchange

Broadband providers must now clearly state whether their network is ‘full-fibre’ (fibre all the way to your home), ‘part-fibre’, ‘copper’, or ‘cable’. So, there should be no more vague ‘fibre’ claims! 

The idea behind is that consumers will get a straightforward description of the technology behind their broadband, however they sign up.

Crystal clear claims

Here’s what providers need to do:

• Clearly describe the network technology: Use simple terms like ‘cable’, ‘copper’, ‘full-fibre’, or ‘part-fibre’ at the point of sale and in contract details.
• Avoid using ‘fibre’ alone: Only use ‘full-fibre’ for networks with fibre-optic cables all the way to the home, and ‘part-fibre’ for those with a mix of fibre and copper.
• Provide detailed explanations: Offer links to more information so consumers can understand exactly what  they are getting. This information must be provided in an accessible form that is easy to understand.

These changes aim to make sure that consumers are fully informed BEFORE they sign up to lengthy contracts.