comments on Ofcom's proposed broadband speed advertising plans

  • Ofcom announced it is planning to make the following changes in broadband speed advertising plans:
  • Improve speed information at the point of sale and in contracts, by reflecting the slower speeds people can experience at ‘peak’ times, and by ensuring providers always give a minimum guaranteed speed before sale
  • Strengthen the right to exit if speeds fall below a guaranteed minimum level. Providers would have a limited time to improve speeds before they must let customers walk away penalty-free. For the first time, this right to exit would also apply to contracts that include phone and pay-TV services bought with broadband
  • Increase the number of customers who benefit from the Codes, by expanding their scope to apply to all broadband technologies

Friday 6 October 2017: Ofcom announced it is planning to make changes to ensure people shopping fror broadband deals must receive better information about speeds before they commit to a contract.

You can find Ofcom's original release here.

Commenting on the results, Dan Howdle, consumer telecoms analyst at, says:

“This really is the final frontier of protection for broadband customers here in the UK. Broadband remains to this day, as far as I know, the only service you can still buy with no guarantees about what exactly it is you're going to get.

"By emphasising the slowest speed a customer is likely to get at peak times, speed numbers are likely to more closely match user experience. Whether or not this benefits the majority of consumers who are, by and large, unaware of how these numbers apply to day-to-day usage is questionable, however.

"New rules on broadband speed advertising would have to be coupled with guidelines to ensure customers are informed as to how the speeds apply to the broadband usage of their household, otherwise it's just a case of swapping one meaningless number for another.

Notes to editors

  • If using our research and/or commentary we would deeply appreciate a link either to this page or to
  • If you require additional comment on this or any other telecoms story, please contact Eran Sandhu,, or by phone on 07583 397 351
  • Dan Howdle is available for radio, TV and additional press comment. On the weekend or until 9pm weekdays you can get him directly on 07582 155 385 or email him: During office hours please reach out to Eran Sandhu at the above email address


What is Cable?

Cable is a broadband, TV and phone comparator, unique news source and consumer champion.

Dan Howdle has been plugged into the attitudes of UK broadband, TV and mobile customers for over two decades, running research fieldwork both nationally and internationally on behalf of the biggest players in the industry. Dan is now consumer telecoms analyst at Cable, as well as more formally operating in the role of its Director of Communications and Content.

An experienced broadcaster, commentator and writer, Dan has appeared on BBC TV and radio, ITV, Sky and in the national papers. Dan has advised Ofcom on issues surrounding service quality, administered Cable’s Broadband Service Quality Awards and sat on the panel of judges for the Internet Service Providers Association annual awards.

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