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Mediarun Search Marketing News

Speeding down the Internet highways

Under new rules to be enforced by Ofcom, customers are now to be better informed about the true speed of their Internet connection. The Ofcom code of practice has managed to sign up promises from service providers, meaning customers will have a far more accurate representation of the true speed of their broadband connection.

Much has been made in the press recently about the misrepresentation of broadband speeds by service providers. This has prompted some very high profile campaigns by programmes such as Channel 5’s “The Gadget Show”. The new rules, which came into force on 5th December, means that 95% of the UK’s broadband suppliers have signed up to the voluntary scheme to give customers a more accurate portrayal of the actual speed their broadband suppliers provide. Over the next six months Ofcom will be monitoring this to ensure that signatories live up to their promises.

The code of conduct was drawn up in response to a mounting feeling of unease amongst broadband customers that provider’s adverts were misleading at worst and confusing at best. Almost a quarter of customers do not get the broadband speed they expect, according to early results from Ofcom’s research. The code requires providers to:

• Give customers an accurate estimate of the maximum speed their line can support
• Explain how technical issues could slow speeds and give advice on how to overcome problems
• Downgrade a customer’s deal if line speeds are slower than the original estimate
  
  

Anna Bradley, chair of Ofcom’s Communications Consumer Panel, has welcomed the code. “[The new code] addresses the concerns we raised with Ofcom and the ISPs last year about broadband speeds,” she stated.

It remains to be seen, however, if Ofcom’s code of conduct actually has any teeth or is merely a soothing nod to consumer concerns. With the public spotlight firmly on the providers to deliver on their promises, Ofcom’s enforcement of these particular speeding tickets could set a precedent for a more ‘user friendly’ broadband system in the UK.

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