{"id":36265,"date":"2023-12-13T10:26:10","date_gmt":"2023-12-13T10:26:10","guid":{"rendered":"https:\/\/www.ispreview.co.uk\/?p=36265"},"modified":"2023-12-13T14:02:07","modified_gmt":"2023-12-13T14:02:07","slug":"new-ofcom-uk-rules-to-stop-misleading-use-of-fibre-broadband","status":"publish","type":"post","link":"https:\/\/www.ispreview.co.uk\/index.php\/2023\/12\/new-ofcom-uk-rules-to-stop-misleading-use-of-fibre-broadband.html","title":{"rendered":"New Ofcom UK Rules to STOP Misleading Use of “Fibre” Broadband UPDATE"},"content":{"rendered":"

The UK telecoms, media and internet content regulator, Ofcom<\/a>, has today introduced new guidelines that will effectively only allow broadband ISPs to use terms like \u201cfibre<\/em>\u201d and \u201cfull-fibre<\/em>\u201d on their websites, and in contracts, if their network brings fibre optic cables all the way to your home (i.e. FTTP<\/a> \/ FTTH<\/a>).<\/p>\n

Some internet providers have, sadly, spent the best part of the past decade selling slower \u201cpart-fibre<\/em>\u201d or \u201chybrid-fibre<\/em>\u201d (e.g. FTTC<\/a>, G.fast<\/a> or Hybrid Fibre Coax \/ Cable) solutions as \u201cfibre broadband<\/em>\u201d products, which is one of the reasons why so many people continue to be confused about the terminology today (i.e. if you think you\u2019ve got “fibre<\/em>” already, then you may be less likely to contemplate an upgrade to FTTP<\/a>).<\/p>\n

NOTE:<\/strong> The picture on this article, featuring TV celebrity Dominic Littlewood, is from CityFibre<\/a>’s 2018 campaign against \u201cmisleading<\/em>\u201d uses of \u201cfibre<\/em>\u201d terminology in adverts (here<\/a>).<\/div>\n

One of the biggest reasons why this is so important is because true fibre optic connections (Fibre-to-the-Premises<\/strong>), which take an optical fibre cable all the way to your home and deliver data using light signals, have few performance limitations in the local access network. Such lines are capable of delivering ridiculously fast multi-Gigabit speeds (even Terabits in the future), extremely low latency times and need less maintenance.<\/p>\n

By comparison, the dominant hybrid-fibre solution – Fibre-to-the-Cabinet<\/strong> (FTTC<\/a> \/ VDSL2<\/a>) technology – only takes and optical fibre to a local street cabinet and then uses tiny copper or aluminium cables to reach your home. This typically suffers from signal degradation over distance and is significantly slower, as well as being less reliable and more prone to needing repairs \/ maintenance.<\/p>\n

Ofcom<\/a>’s own research found that a quarter (25%) of fixed broadband consumers were not confident understanding the language and terminology used by ISPs. Similarly, Which? found that 38% of broadband decision makers are put off adopting gigabit-capable broadband as the terminology used to describe different packages makes it difficult to differentiate between them, while CityFibre<\/a> found 54% of consumers do not understand that \u2018fibre broadband\u2019 includes a mix of different technologies.<\/p>\n

In the past, there have been numerous attempts to correct this, such as via a review conducted by the Advertising Standards Authority<\/a> (here<\/a>) and a failed court challenge by CityFibre<\/a> (here<\/a>). Back in 2021 the Gigabit Take-Up Advisory Group<\/strong> (GigaTAG) also proposed several changes (here<\/a>), including clearer labelling of broadband packages to help consumers understand the differences. But until now there hasn\u2019t been a concrete change.<\/p>\n

In March 2023 Ofcom<\/a> finally acknowledged that the way fixed broadband services are delivered is changing (here<\/a>), not least with respect to the national rollout of gigabit-capable Fibre-to-the-Premises<\/strong> (FTTP<\/a>) networks. As part of that, they proposed a number of changes to help ensure that consumers are getting the most useful and correct information, which have today been finalised – DETAILS<\/a><\/strong>.<\/p>\n

Ofcom’s New Guidelines on Fibre Terminology<\/strong><\/span><\/p>\n

We have decided to issue the following guidance under General Conditions C1 and C2. In summary:<\/p>\n

\u27a4 <\/b> providers should give a short description of the underlying technology of each broadband product offered at point of sale on the website, in Contract Information and in the Contract Summary, using one or two terms that are clear and unambiguous, such as \u2018cable\u2019, \u2018full-fibre\u2019, \u2018copper\u2019 or \u2018part-fibre\u2019;<\/p>\n

\u27a4 <\/b> the use of the word \u2018fibre\u2019 on its own for describing the underlying technology is ambiguous, and therefore should not be used to describe the underlying technology; and,<\/p>\n

\u27a4 <\/b> providers should give a more detailed explanation of the underlying technology (for example through a link) so that consumers can understand what it means for them. It should also be given in a form that is accessible and easily understood.<\/p>\n

Underlying technology information should be given to consumers irrespective of how they sign up for a service. Under our new guidance, those signing up online will be given this information on the broadband provider\u2019s website. Those purchasing a service over the phone or face-to-face will be provided with this information in the Contract Summary and in the contract itself. A Contract Summary with key information on the service must be provided before the customer confirms the purchase.<\/p>\n

We have concluded that this is the most proportionate approach to ensure appropriate information is provided to consumers and reduce customer confusion, while limiting the costs of implementation.<\/p><\/blockquote>\n

The question of how Fibre-to-the-Basement \/ Building<\/strong> (FTTB) services should be treated under Ofcom’s proposals was also raised. Naturally Hyperoptic<\/a>, which has a fair bit of FTTB (as well as FTTP) in large apartment blocks, felt as if it should be treated in the same way as FTTP due to offering “comparable speeds<\/em>“.<\/p>\n

The caveat is that there are limits to this approach, as the copper-based cables in some buildings may struggle to reach up to 10Gbps or even faster speeds in the future (a lot of it is technically 1Gbps rated Cat 5 Ethernet cable inside the buildings). VMO2 similar raised it in the context of arguing that Ofcom’s policy did not distinguish between different types of FTTP.<\/p>\n

Industry organisation INCA echoed the ongoing disagreements over the status of FTTB among certain providers, and agreed this was an issue that would require attention in the future, however in it took the view that this should not prevent or delay the measures outlined in Ofcom\u2019s proposals. The regulator ultimately decided that, “for the avoidance of doubt, we view [FTTB] products as a \u2018full fibre\u2019 \/ \u2019fibre\u2019 service in the context of our proposals<\/em>.”<\/p>\n

Otherwise, it should be noted that the new guidelines cover residential and small business services, but they DO NOT COVER ADVERTISING (excluding the usual point-of-sale information and contractual information etc.) – this is the remit of the ASA. “In the future, the ASA may consider again whether the use of the word \u2018fibre\u2019 in advertising is misleading<\/em>,” added Ofcom. That should be fun, as they’ve previously opposed big changes.<\/p>\n

In fairness, the ASA\u2019s position did reflect the inherent problem of trying to change an approach that has long since become established in the consumer subconscious, where the meaning of \u201cfibre<\/em>\u201d has been diluted over years of use (or misuse) alongside slower hybrid (part) fibre technologies. Meanwhile, most consumers still seem to pick a package based more on a combination of price, speed and quality than a specific technology.<\/p>\n

Broadband providers have now been given 9 months to implement these changes, which means that Ofcom won’t begin to enforce it all until 16th September 2024<\/strong>.<\/p>\n

UPDATE 2pm<\/strong><\/p>\n

The odd comment is started to come in on this now.<\/p>\n

Malcolm Corbett, INCA CEO, said:<\/strong><\/p>\n

\u201cAdvertising of \u2018fibre\u2019 services is a longstanding issue in the industry, so it is good that this guidance has been published. Although Ofcom has given operators longer to implement the new conditions, INCA will be encouraging its members to adopt the new conditions as soon as they practically can. INCA also calls on all other operators, including BT<\/a>, to adopt a similar approach to help bring clarity to UK consumers as soon as possible.<\/p>\n

This ruling will help ensure more clarity for customers who are looking for high quality broadband. Trustpilot shows that customers who have subscribed to AltNet full fibre networks really notice the improvement. We call on the Advertising Standards Authority<\/a> to amend its broadband guidelines to match these new ones published by Ofcom. INCA will also be reviewing its long standing Full Fibre quality mark to ensure it is aligned with this latest guidance from Ofcom\u201d.<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

The UK telecoms, media and internet content regulator, Ofcom, has today introduced new guidelines that will effectively only allow broadband ISPs to use terms like \u201cfibre\u201d and \u201cfull-fibre\u201d on their websites, and in contracts, if their network brings fibre optic cables all the way to your home (i.e. FTTP \/ FTTH).<\/p>\n","protected":false},"author":1,"featured_media":36266,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[1,1645],"tags":[99,418,419,423,55,56,36],"class_list":["post-36265","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uk_isp_news","category-key_uk_isp_industry_developments","tag-asa","tag-cityfibre","tag-docsis3-1","tag-fttb","tag-fttc","tag-fttp","tag-ofcom-regulation"],"share_on_mastodon":{"url":"https:\/\/mastodon.social\/@ispreview\/111572633024677162","error":""},"yoast_head":"\nNew Ofcom UK Rules to STOP Misleading Use of "Fibre" Broadband UPDATE - 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