Ofcom blast 'unclear' broadband providers

A recent survey of 43,000 broadband users by Moneysupermarket.com revealed that just 21% were getting the broadband speed they signed up for. Another survey by Which? echoed this sentiment, with just 30% of broadband users claiming to be happy with their Internet Service Provider (ISP). In order to tackle this increasing feeling of consumer dissatisfaction, Ofcom have sent a letter to six of the major broadband providers.

Colette Bowe, Ofcom chairman, penned the letter, which claims to respond to “increasing customer concern about broadband speeds.” In the letter, she asks broadband providers why they are failing to deliver the connection speeds their customers were promised. She attacks their misleading advertising campaigns and suggests, “Broadband customers are not at the moment getting enough information.

Bowe has a very valid point. Many ISPs fail to tell customers that connection speeds vary dramatically in different areas. While many broadband providers may boast of connection speeds of up to 24mbps, Which? found that the average broadband speed in the UK was just 2.7mbps. By using clever ‘up to’ terminology, these companies succeed in making misleading claims to potential customers. To tackle this consumer nightmare and provide better customer service, industry insiders suggest ISP’s should make it known that the only way to gauge your actual broadband speed is by testing the connection rate from your home to the nearest exchange.

The broadband providers were also heavily criticised by Bowe for forcing their customers to sign up for lengthy contracts. By doing this, they bind their unsatisfied customers to them for 12 or sometimes even 18 months. As Computer Active magazine’s Paul Allen told The Times, “Customers sign up to 12 or 18 month packages only to be disappointed with the speed they’re getting, and then find it difficult to get out of their contracts.”

Ultimately, Bowe speaks for a nation of broadband users as she pleads for clearer advertising, connection speed testing and contract flexibility. An ideal solution to this consumer conundrum would be for ISP’s to offer a ‘try before you buy’ policy. By doing this, they would allow potential customers to experience their service and ensure it met their requirements before signing up. However, it remains to be seen whether the service currently being offered by many ISPs will stand up to this consumer test.

Source:

The Times

Guardian