Comparing fixed broadband speed offerings can easily baffle some consumers looking to make a choice among providers − no matter where in the world they are. For example, the Australian Competition and Consumer Commission released findings on Friday saying that 48 percent of consumers there are “confused and want broadband speed information to be presented in a simple, standardized format to enable them to easily compare offers.”
With that in mind, the ACCC published principles to guide how internet service providers (ISPs) make claims about broadband speeds in a manner that it says isn’t misleading under the Australian Consumer Law.
“The ACCC is concerned that the use of vague speed claims is not providing consumers accurate, comparable, or useful information. Four out of five consumers have trouble comparing broadband speeds and this is causing a high level of complaints, confusion, and dissatisfaction,” ACCC Chairman Rod Sims says. “Consumers believe they aren’t getting what they sign up for, and pay for, when it comes to home internet speeds. It is time the industry met consumer demand for accurate information about broadband speeds so consumers can compare offers and make informed decisions about their internet services.”
The ACCC reports it has developed six principles to guide ISPs on best practice marketing when it comes to broadband speeds. In a nutshell, they recommend subscribers should have access to accurate information about typical speeds during busy times, factors known to affect service performance, and standard descriptive terms that can be easily understood.
In the United States, advertising claims around broadband speeds have been in the news this week, as the National Advertising Review Board recommended that Comcast stop using certain claims in its advertising for its Xfinity service that included “America’s fastest internet,” and, in certain contexts, “fastest in-home WiFi.” Comcast said in the statement that it disagreed with certain of panel’s findings, but agreed to comply with NARB’s decision. More on that is here.
