The UK’s communications regulator, Ofcom, has issued a new directive to telecom firms regarding the use of the word ‘fibre’.
- This initiative aims to curb misleading advertising practices, ensuring consumers receive transparent information about broadband services.
- ‘Full-fibre’ and ‘part-fibre’ must be distinctly defined by providers to eliminate consumer confusion.
- There is significant progress in the deployment of full-fibre broadband, enhancing choice for consumers.
- Industry experts and providers welcome these changes, acknowledging their importance in aiding informed consumer decisions.
The UK’s communications regulator, Ofcom, has imposed a ban on telecom companies using the term ‘fibre’ to describe their broadband offerings unless clearly specified. This move addresses concerns over misleading advertising, ensuring consumers are better informed about the broadband services they choose. Ofcom insists that terms like ‘full-fibre’ or ‘part-fibre’ must be clearly used to define whether the network uses fibre-optic cables exclusively or partially, with such specifications required at the point of sale and in contract documentation.
Previously, the term ‘fibre’ was inconsistently applied across the telecom industry, often leading to consumer confusion regarding the type of network being offered. Full-fibre networks are instrumental in providing superior connectivity, using fibre-optic cables from the exchange directly to homes. In contrast, part-fibre connections involve a combination of fibre to street cabinets and traditional copper wires to the home.
Ofcom’s data reveals a significant rise in access to full-fibre services, now available to over half of UK homes, indicating substantial progress in broadband infrastructure. Larger operators like BT Openreach, alongside smaller regional providers, contribute to this expansion, enhancing broadband options for consumers across various communities.
This regulatory enforcement is seen as necessary by industry representatives, including Kevin Murphy, CEO of G.Network, who emphasised the importance of such transparency to help consumers fully understand and appreciate the benefits of full-fibre connectivity. He noted the alignment of these rules with efforts to ensure high-quality and reliable internet access.
Availability of gigabit-capable broadband, a key element of the UK’s digital strategy, is rapidly improving, with a current reach to 75% of UK homes. Such advancements underline the necessity of clear terminology in broadband advertising, empowering consumers to make informed decisions regarding their internet services.
These regulatory measures mark a significant step towards transparency, empowering consumers with clearer choices in broadband services.
