New broadband advertising proposals – clearer or even more confusing?

Posted on May 15 2017 by Darren Farnden | Comments Off on New broadband advertising proposals – clearer or even more confusing?
Categories : Advertising, Broadband, Fibre

CAP (Committees of Advertising Practice) has opened a public consultation seeking views on 4 new proposals to strengthen the current broadband speed advertising guidelines. We’re pleased to see CAP take this approach but we still have some concerns over their practicality and potential impact.

The consultation will last for 10 weeks, closing on 13th July 2017 and the options they propose (whilst also stating they are open to suggestions) are to base all broadband speed claims on:

  • Peak-time median download speed
  • 24-hour national median download speed
  • Range of peak-time download speeds available to the 20th to 80th percentile of users
  • Range of 24-hour national download speeds available to the 20th to 80th percentile of users

They also encourage the provider to direct consumers towards more specific broadband speed estimators to receive a more accurate idea of the speed actually achievable on their line.

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Will rural customers be left out in the cold again?

Posted on Jan 31 2017 by Darren Farnden | Comments Off on Will rural customers be left out in the cold again?

Just when we thought things were looking up for rural customers suffering from low speeds and poor service with the Government’s 10Mbps USO plans, it looks like a spanner has been thrown into the works by Sky Broadband’s new advertising approach.

It was recently reported by ISPReview.co.uk that Sky Broadband has changed their Internet access packages and will no longer sell broadband (of any type) to customers unable to support a Minimum Access Line Speed (MALS) of 2Mbps.

Why? Well, this news follows recent changes to the providers’ advertising approach where they now promote average speeds as opposed to the more prevalent ‘up to’ speed approach used by the majority of the industry (including Sky previously).

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Poll: What do you think of the new ASA advertising rules regarding pricing?

Posted on Feb 17 2016 by Claire Dutton-Merrills | Comments Off on Poll: What do you think of the new ASA advertising rules regarding pricing?

Following a brief study into customers’ understanding of advertised broadband pricing, the ASA plans to impose a new set of rules in May that will change how all ISPs advertise pricing of services. We discussed the plans in detail in our article Are the ASA and Ofcom ignoring the UK’s smaller ISPs yet again? but now we want to know how you feel about the proposed changes. Do you think that what’s good for the consumer is good for the industry, or do the proposals need re-thinking to better reflect the industry as a whole? Let us know by participating in our poll and/or leaving a comment below.   


 

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Are the ASA and Ofcom ignoring the UK’s smaller ISPs yet again?

Posted on Jan 26 2016 by Darren Farnden | Comments Off on Are the ASA and Ofcom ignoring the UK’s smaller ISPs yet again?

News broke late last week that the ASA’s (Advertising Standards Authority) and Ofcom’s recent joint study into customers’ understanding of advertised broadband pricing has found it is ‘likely to mislead’ customers and in response they plan to impose a number of changes on all ISPs from 30th May 2016.

The suggested changes are as follows:

– Advertise all-inclusive up-front and monthly costs; no more separating out line rental

– Greater prominence for the contract length and any post-discount pricing

– Greater prominence for up-front costs

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Is the Which? fight for broadband speed guarantees right?

Posted on Jun 24 2015 by Darren Farnden | Comments Off on Is the Which? fight for broadband speed guarantees right?

Last year we discussed the campaign being led by ‘Which?’ demanding guaranteed broadband speeds and slating a number of the larger ISPs for not delivering what their headline advertised speeds promised. Unfortunately, whilst we ISP types are well aware that it’s simply not that easy to ‘guarantee’ broadband speeds, Which? has reignited its campaign and whilst its intentions are good, the demands simply aren’t feasible.

Based on a recent report from Ofcom which sampled approx. 2000 connections Which? has used the findings to further promote its campaign to convince the ASA to change the current advertising guidelines governing broadband speeds. Currently, ISPs are required to advertise headline speed claims based on actual speeds achieved by at least 10% of their customer base. Which? argues that this recent survey shows ISPs are not conforming to these guidelines, which the ISPs dispute. It is also demanding a tougher ‘majority’ based calculation, wants providers to back up arguably generic statements such as ‘superfast’ with actual speed information and requests a crackdown by regulators on confusing adverts.

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