Major step towards ‘unlimited broadband’

Following the overwhelming consumer response to uSwitch.com’s call to ban the term ‘unlimited’ broadband unless it truly has no limits, the Internet Services Providers’ Association, ISPA UK, has added its weight to the campaign by urging its members to use the term ‘unlimited broadband’ in their advertising with caution.

Steve Weller, Head of Communication Services at independent comparison and switching service, uSwitch.com, comments: “We are delighted to see ISPA now taking the issue of unlimited downloads seriously. In its statement, it recommends its members to ‘incorporate any bandwidth caps, allowances or acceptable and fair use policies in their general sales and marketing literature, and on their websites. Information should also be given to the customer at the point of registration for a service’.

“It’s a total scam to allow broadband providers to promote their services as being ‘unlimited’ when in most cases download caps exist, and we urge broadband providers to rethink how they communicate their broadband offerings to consumers. If their Fair Usage Policies are to be classed as ‘fair’, policies need to be standardised to clearly define any limits and explain to customers what will happen when they are exceeded.”

Weller continues: “Since we raised this issue we have seen thousands of consumers sign an e-petition to stop broadband providers falsely using the term ‘unlimited’ in their broadband advertising and this is set to rocket with increasing content becoming available over the internet. In the past two days alone we have seen details emerge of exciting new ‘on-demand’ services being offered by the BBC and ITV. There’s no doubt that these free services will hike up consumer internet usage.

“Toucan was swift to respond to our call and immediately removed the term ‘unlimited’ from its website following our investigation two months ago. Hopefully ISPA’s actions will encourage more providers to follow suit.”

uSwitch.com is calling for:

The term" unlimited" to be banned in broadband marketing, unless it genuinely has nolimits or restrictions

Standardisationof broadband fair usage policies, quantifying "excessive" usage and defining thepolicy for restricting or terminating the service of customers that go over thislimit

Compulsorywarnings before service is disconnected, such as alerts on customers' bills ordirect contact