The UK telecoms and media regulator, Ofcom, will tomorrow begin enforcing new rules that will only allow broadband ISPs to use terms like “fibre” and “full-fibre” on their websites, and in contracts, if their network brings the fibre optic cables all the way to your home (i.e. FTTP, FTTH and also FTTB).
Many ISPs have historically tended to use “fibre” terminology to describe a wide range of internet connection technologies, including hybrid or part-fibre solutions that could involve either some copper wiring (e.g. FTTC) or even wireless connectivity over the final drop into homes. Such technologies can be significantly slower and less reliable than modern full fibre (FTTP) services, which take an optical fibre cable all the way to your home.
The situation has long created arguments between network operators, ISPs and consumers, which has only grown over the past few years as the roll out of multi-Gigabit speed capable Fibre-to-the-Premises (FTTP) lines have gathered pace. Put another way, if you think you’ve already got “fibre”, even if it’s only via a significantly slower FTTC (VDSL2) line, then you may be less likely to contemplate an upgrade to FTTP).
In the past, there have been numerous attempts to correct this, such as via an ineffective review from the Advertising Standards Authority (here) and a failed court challenge by CityFibre (here). But in 2021 the Gigabit Take-Up Advisory Group (GigaTAG) proposed several changes (here), including clearer labelling of broadband packages to help consumers understand the differences between technologies, which Ofcom finally sought to adopt at the end of 2023.
The regulator’s new guidelines for residential and small business services are now finally due to be formally introduced and enforced from tomorrow (16th September 2024), which is good news, even if they are arriving more than a decade too late. But it should be noted that they DO NOT COVER ADVERTISING, which is still under the remit of the ASA.
Ofcom’s New Guidelines on Fibre Terminology
We have decided to issue the following guidance under General Conditions C1 and C2. In summary:
➤ 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 ‘cable’, ‘full-fibre’, ‘copper’ or ‘part-fibre’;
➤ The use of the word ‘fibre’ on its own for describing the underlying technology is ambiguous, and therefore should not be used to describe the underlying technology; and,
➤ 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.
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’s 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.
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.
A sizeable chunk of the industry, particularly alternative full fibre networks, have already welcomed the change. But a question mark remains over how much of a positive impact this will actually have, not least because it’s trying to change a perception that has long since become established in the consumer subconscious, where the meaning of “fibre” has been diluted over many years of misuse.
Lest we forget that most consumers typically pay more attention to things like service speed and price than industry jargon and technology acronyms. Otherwise, we’ve already seen some signs of ISPs adjusting their approach.
For example, Sky Broadband said last week that they’d now be “describing broadband technologies as Copper, Part Fibre or Full Fibre” (Copper being ADSL, Part Fibre being FTTC/G.fast and Full Fibre being FTTP) – Sky’s packages have been re-labelled accordingly.