Ofcom Finally Sort out the Misselling of Fibre

Ofcom's new guidelines regarding the use of "fibre" and "full-fibre" by broadband ISPs are a welcome step, but our disappointment lies in the fact that these changes won't be implemented until September 24, 2024. These guidelines stipulate that ISPs can only use these terms if their network extends fiber optic cables all the way to the home (e.g., FTTP / FTTH). This is a crucial move to eliminate the longstanding confusion caused by marketing "part-fibre" solutions as "fibre broadband" for over a decade. Consumers deserve clear and accurate information to make informed decisions.

The guidelines also require providers to offer a concise description of the technology behind each broadband product during the sales process, using terms like 'cable,' 'full-fibre,' 'copper,' or 'part-fibre.' Additionally, providers must provide more detailed explanations accessible to consumers. However, it's important to note that these guidelines do not cover advertising, which falls under the jurisdiction of the ASA.

While these changes are positive, the delay until September 2024 to enforce them is disappointing. Business’s will have to wait for clarity on the true nature of their broadband connections.