Under new Ofcom rules that come into force today, consumers must be told in clear terms about the technology that underpins their broadband services when signing up for a new deal.

This means that providers will no longer be able to use the term “fibre” on its own anymore, and they must be unambiguous about whether the network is a new full-fibre network—with fibre all the way to the customer’s home—or a part-fibre, copper, or cable network.

In addition to a short description use the one or two word terms above, a more thorough explanation must also be made accessible so that potential customers can understand in detail what it may mean for them.

This information must be given to consumers before they agree to purchase a broadband service as well, regardless of whether that happens in-person, over the phone, or online.

The new rules come amid full-fibre networks being deployed at pace. However, “fibre” has previously been applied inconsistently by the telecoms industry and often used to describe different networks, leading to customer confusion, the regulator said.

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Ofcom’s New Easier Broadband Switching Rules
This latest move from Ofcom comes just days after its new “One Touch Switch” system, putting the burden of switching broadband providers on the companies themselves as opposed to the consumer.

Since 2015, people have been able to switch between phone and broadband providers on Openreach’s network—such as BT and Sky—by following a process where their new provider manages the switch.

But customers switching to or from a different network, such as Virgin Media, have had to contact their existing provider as well to coordinate the switch, which is often a drawn out and frustrating process.

With a range of competing fibre-optic networks being built, Ofcom wanted to make it easier and quicker for people to move between them and take advantage of what it described as “unprecedented levels of choice.”

Under the new One Touch Switch process, landline and broadband customers only need to contact their new provider to make the change.