Make sure you know your likely broadband speed

16 May 2012 08:50:08

Many ISPs are still not being upfront about broadband speeds.

If you're considering switching your broadband provider, make sure you understand the speeds you are likely to get on your line. Internet service providers (ISPs) recently agreed to improve the information they provide to potential customers on their likely broadband speeds. But a new mystery shopping exercise by regulator Ofcom has revealed that not all ISPs are being entirely open and transparent with consumers.

Speed information has improved
Ofcom's Voluntary Code of Practice on Broadband Speeds appears to have had a beneficial impact since its introduction in December 2008 and subsequent strengthening in July 2011.

The code is designed to ensure consumers know the broadband speeds they are likely to get at their property before they sign up to a service. Signatories commit to providing maximum speed estimates in the form of a range, which must be given to consumers early on during the sales process. Mystery shoppers found that in 93% of telephone enquiries, providers gave an estimate of the broadband speed, with 72% giving this estimate in the form of a range.

But further improvement needed
However, despite progress since the introduction of the code, Ofcom has highlighted areas where ISPs could still improve their service to potential customers. In particular, the regulator found that many mystery shoppers had to ask providers for a speed estimate before being given this information. Providers offered speed estimates without prompting in just 59% of calls, with the percentage of callers who were given an estimate without prompting ranging from 76% (Karoo) to just 47% (TalkTalk).

Claudio Pollack, Ofcom's consumer group director, commented: "It is vital that as the choice of broadband services expands, UK consumers get the best possible information when choosing a broadband provider. Our mystery shopping shows that, while consumer information about broadband speeds has improved in important areas, there is still more to be done. We are working with internet providers to improve information that consumers receive when they sign up to a new service and will continue to monitor this area closely."

Campaigners 'disappointed' by findings
Campaign group Consumer Focus said the news that many providers are still not being upfront with their customers was "disappointing". Policy manager Marzena Lipman said: "If suppliers aren't honest from the start, it undermines consumers' trust in the industry. We hope Ofcom's discussions with ISPs will lead to improvements, and that the regulator will take further action if suppliers do not offer the information consumers need upfront and openly."

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