Ofcom UK to Enforce Rules on Misleading Use of “Fibre” Broadband

The UK telecoms and media regulator, Ofcom, will now enforce 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).

In the past, the use of “fibre” terminology was used 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.

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.

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.

This abridged article was originally posted by ISP Review, rad it in full here: Ofcom UK to Enforce Rules on Misleading Use of "Fibre" Broadband UPDATE - ISPreview UK

Our comment: "Lightning Fibre is a Full Fibre (FTTP/FTTH) network with no copper; this is a brand new hyper fast, hyper reliable Full Fibre network, and we welcome the new enforcement; advertising has been misleading for too long and confusing for consumers."