Broadband providers must tackle customer confusion - Ofcom

Broadband providers must give potential customers clearer information before they sign new deals, Ofcom said on Wednesday.

The regulator said more than a quarter of broadband customers felt unsure about the language and terminology used by providers.

The word fibre was also being used "inconsistently" by the telecoms industry, Ofcom noted, causing confusion among customers.

Only half all people who said they were on full-fibre broadband lived in areas where it was actually available, it noted.

It has therefore issued new guidance, which states providers must now tell consumers about the network that underpins their broadband service. They must also only use "clear and unambiguous" terminology.

Selina Chadha, director of connectivity at the regulator, said: "[The] guidance is designed to address customer confusion surround the different network technologies underpinning broadband services.

"By requiring clear, straight forward information, consumers will have a better understanding of their broadband service, so that they can compare services more easily and choose the best one to meet their needs."

Ofcom said that information must be provided to consumers before purchasing broadband services, whether in person, online or over the phone.

The new guidance will come into effect from 16 September 2024.