Communications regulator Ofcom has published a new code of practice (CoP) for internet service providers in a bid to offer greater understanding of broadband line speeds.
Ofcom launched the voluntary code to stop customers being misled or misinformed when choosing their broadband services. The regulator's concerns come in light of certain ISPs advertising speeds that are higher than users receive in practice.
Thirty-two ISPs, covering 90 per cent of broadband customers, have already agreed to the new code.
The new code aims to give greater clarity of the speeds that customers can get and to ensure they are on an appropriate broadband package.
The measures that fixed-line ISPs are required to take under the code include providing customers at the point of sale with an accurate estimate of the maximum speed that the line can support. The are also required to resolving technical issues to improve speed and ensure all sales staff have a proper understanding of the products they are selling, as well as provide customers with information on usage limits and alerting customers when they have breached them.
In the meantime, Ofcom will determine whether ISPs are adhering to the code by using mystery shoppers. If Ofcom finds that this voluntary approach is not effective in addressing the issues covered by the code, it will consider introducing formal regulations.
Ofcom will also consider whether to extend the code or create another one to cover mobile broadband services.
A spokesman for the Internet Services Providers Association (ISPA) said that it was in favour of Ofcom's latest initiative.
"[We] support the principle of the CoP and its aims. ISPA encourages its members to display openness and transparency when dealing with their customers and believes the CoP supports this.
"ISPA would like to see the CoP extended to include wireless mobile operators that provide broadband over their networks as well as fixed line broadband providers."
However head of broadband and mobile at moneysupermarket.com Rob Barnes said that the voluntary basis of the code did not go far enough.
"It's great news 32 ISPs have signed up to this Code of Practice, however involvement should be compulsory for all. Ofcom says 90 per cent of the industry will be covered, but why should the remaining one in 10 people have to suffer a poorer service or be less advised?"
