Tackling consumer confusion about broadband technology

Ofcom issued new guidance to broadband providers to ensure consumers are given clear information about their service when signing up to a new deal. 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 telecommunications 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, fibre to the premises, or cable technologies. To improve consumer understanding, we have decided to issue new industry guidance. In summary:

• 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
• the term ‘fibre’ used in isolation is ambiguous, so it should not be used on its own to describe the underlying broadband technology
• providers should give a more thorough explanation of the underlying broadband technology