Broadband Firms Sign Up To New Code

Britain's internet service providers (ISPs) are to be subject to a new voluntary code on broadband advertising.

The guidelines were unveiled by media regulator Ofcom today, which is aiming to make the firms publish more accurate information on the maximum connection speeds their services offer. In turn, this will mean that customers will have a better idea of how fast their internet will be before they sign up to a contract with a broadband provider.

According to Ofcom, 32 ISPs, which offer services to more than nine in ten UK broadband customers, have signed up for the voluntary code.

The regulator has launched the guidelines following complaints from customers and consumer groups that many firms had misrepresented their connection speeds. Accordingly, ISPs are also obliged by the code to provide prompt resolution of technical issues which slow down connections and to offer customers the option to change their broadband package if their advertised speeds are found to be inaccurate.

"Broadband is a thriving market in the UK. We want to encourage real clarity for consumers about the actual broadband speeds they can receive," Ofcom's Ed Richards said.

"This voluntary code is a significant step in this direction."