Ofcom has issued new guidance to internet services providers (ISPs) to ensure consumers are given clear information about their service when signing up to a new deal.

The broadcast regulator said that under the guidance, broadband firms must now tell consumers about the network that underpins their broadband service and must only use terms that are clear and unambiguous.

For instance, Ofcom stipulates that the term ‘fibre’ used in isolation is ambiguous, so it should not be used on its own to describe the underlying broadband technology.

It said this would mean that ‘full-fibre’ – or any similar term – is only used to describe networks which use fibre-optic cables all the way from the exchange to the home.

ISPs must also give a more thorough explanation of the underlying broadband technology – for example through a link – so that consumers can understand in more detail what it means for them.

"Today’s guidance is designed to address customer confusion surrounding the different network technologies underpinning broadband services,” said Ofcom director of connectivity Selina Chadha. “By requiring clear, straightforward information on network technologies, consumers will have a better understanding of the characteristics of their broadband service, so that they can compare services more easily and choose the best one to meet their needs."

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