|
A new code to make
broadband ads fairer
|
Voluntary code on broadband speeds
Garnet Roach garnet@consumerchoices.co.uk
The way that broadband providers advertise their download speeds is to be regulated under a new voluntary code of practice, published by Ofcom today (05-06-08).
Following numerous consumer complaints over broadband speeds - which are advertised at a top speed which is rarely, if ever attainable - Ofcom wants ISPs to publish estimates of realistic connection speeds before customers buy broadband packages.
|
"Since most ISPs run packages with a single speed across their range, many customers will find that there is nothing to downgrade too"
|
Recent research showed that while the UK’s most popular broadband packages advertise speeds of “up to 8Mb”, average speeds across the country were only 3.2Mb with speeds varying greatly between towns and rural areas and between one region and the next.
So far, 32 providers - covering more than 90 per cent of the UK’s broadband customers - have agreed to uphold the voluntary code, which requires that fixed-line broadband suppliers:
- Provide customers with an accurate estimate of the maximum speed that the line can support, whether in a shop, over the internet or on the phone
- Resolve technical issues to improve speed
- Offer customers the choice to move onto a lower speed package when estimates given are inaccurate
- Provide consumers with information on usage limits
- Alert customers when they have breached usage limits
Oli White, head of marketing at Be Broadband (www.BeThere.co.uk), said “Be Broadband has never hidden away from providing customers with the true broadband speed they would receive. Now, with the biggest ISPs signing up, broadband customers will see just how much faster Be Broadband’s service is compared to other ISP providers.
“The estimated access line speed is a useful starting point but the real test will be an independent 'throughput' test which measures how each ISP performs in practice,” he added.
Ofcom has said that it will be undertaking its own “authoritative and comprehensive broadband speed survey” to determine broadband performance across the UK.
Ed Richards, Ofcom’s chief executive, said: “Broadband is a thriving market in the UK. We want to encourage real clarity for consumers about the actual broadband speeds they can receive.
“This voluntary code is a significant step in this direction.”
However, Michael Phillips, BroadbandChoices.co.uk product director, welcomed the move but said that the code did not go far enough, arguing that asking providers for “best endeavours” is weak and leaves too much room for manoeuvre.
“Ofcom has not addressed ISP’s bogus headline speed advertising claims,” he noted. “Providers should advertise speeds in the same way that loans are advertised with a ‘typical speed achieved’ that two thirds of customers actually get.
“The rules around allowing customers to downgrade their package are also too vague and since most ISPs run packages with a single speed across their range, many customers will find that there is nothing to downgrade too,” he pointed out.
Phillips added that while it is good news that suppliers are being compelled to be more transparent about their fair usage policies, Ofcom should address the fact “unlimited downloads” are simply not a reality and should not be advertised in this way.
“While forcing ISPs to take consumer speed complaints seriously is a good idea in theory, until there is an independent speed testing service, ISP call centres will continue to fail to take these complaints seriously,” he concluded.
The Internet Service Providers’ Association - which helped draft the code of practice - said that it would like to see the code extended to include wireless mobile broadband operators as well as fixed line broadband providers, to ensure minimal confusion to consumers.
Anna Bradley, chairwoman of the Ofcom Consumer Panel, which advises Ofcom on consumer, issues also backed the code. “We are delighted to see that Ofcom will be carrying out mystery shopping exercises and we will be looking carefully at the results. If they show that ISPs are not in compliance, it will clearly be time to call for a mandatory Code of Practice,” she added.
Install our free Speed Tester to see how your provider performs.
| 
contact us 
