Ofcom’s new rules, effective from Monday, require UK broadband providers to be more specific when advertising their fiber broadband services. The telecoms regulator now mandates that operators no longer use the term ‘fiber’ misleadingly. The term is known to have been used to describe a service that does not require fiber-optic cables to be directly connected to customers’ homes or businesses.
Under the new guidelines, internet service providers (ISPs) must clearly state whether they offer full fiber broadband—where fiber-optic cables connect to the premises—or ‘part-fiber’ services that use a mix of fiber, copper, or cable technology. Ofcom encourages providers to use terms like ‘copper’ or ‘cable’ to describe these hybrid services.
“This information must be given to consumers before they agree to purchase a broadband service, regardless of whether they sign up in person, over the phone, or online,” Ofcom stated, reminding the industry of the new rules.
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The move follows an Ofcom survey revealing that nearly half of customers who believed they had complete fiber connections were in areas where such technology was unavailable. To address this confusion, the rules—initially proposed nine months ago—are now officially being enforced. ISPs must use clear, straightforward language at the point of sale (POS) and in contracts, while offering further details on their broadband technology, possibly through online resources, to help consumers make informed choices.
Major telecom companies have expressed support for the new regulations. Virgin Media confirmed full compliance, stating, “We are fully compliant with Ofcom’s new rules on broadband labeling, with the underlying technology specified clearly at the point of sale and in customers’ contractual documents.” BT also backed the changes, reaffirming its commitment to greater consumer transparency.
Though the changes may seem minor for providers, they mark a significant step in reducing consumer confusion and ensuring users better understand the type of broadband service they purchase.
Ofcom will monitor compliance, but specific penalties for non-compliance have not been outlined. The regulator has engaged with larger ISPs in preparation for the new rules and will evaluate their implementation in the coming months.
