UK’s Ofcom demands clear broadband labels

Ofcom has introduced new guidance to ensure that broadband providers offer clear and precise information about the technology behind their services. That change aims to address the confusion caused by the industry’s inconsistent use of the term ‘fibre’. Under the new rules, providers must use specific terms like ‘full-fibre’, ‘part-fibre’, ‘copper’, or ‘cable’ to describe their network technology, eliminating the vague term ‘fibre’ alone. That move will help consumers make more informed choices by understanding exactly what type of broadband service they are subscribing to.

Ofcom’s new guidelines mandate that this technology information be provided to consumers before finalising their purchase. Whether signing up in person, over the phone, or online, customers must be given unambiguous details about the underlying network technology of the broadband service they are considering. This ensures that potential buyers are fully informed about what they are committing to, reducing the risk of misunderstandings and dissatisfaction.

Ofcom also requires that broadband providers offer a more thorough explanation of the technology used in their services. This information should be easily accessible, often through a link, allowing consumers to understand better what their broadband service entails. By enforcing these measures, Ofcom aims to enhance transparency and ensure that consumers are well-informed about the broadband technology they choose.