Broadband

Patricia Gibson Excerpts

Wednesday 8th March 2017 Westminster Hall

[Patricia Gibson (North Ayrshire and Arran) (SNP)]

I thank the hon. Member for Boston and Skegness (Matt Warman) for bringing the debate to the House. Another day, another debate on broadband—the subject never gets old. Even though we seem to debate broadband every day, it still pulls a big crowd. Our postbags are bulging with quite justifiable complaints about broadband; every Member here will be well versed in their constituents’ problems with broadband.

As we have heard, the issue for consumers is that when they purchase a broadband service, they deserve transparent, accurate information on their broadband speeds. I am sure that is why so many of us welcome the review of how broadband speed is advertised and why there really needs to be a change in the advertising guidance. Most broadband packages are advertised with their headline speeds—for example, 20 Mbps—but as many constituents tell us, it is unlikely that a customer will be able to receive that headline speed all of the time, and some customers will not receive it any of the time. That may be because of where that customer lives, electrical interference or the demand on the network at peak times.

There is a problem with how headline broadband speeds are advertised and presented to consumers. The broadband speed claims advertising guidance explains that headline speed claims are permitted to be advertised if they are achievable by at least 10% of the relevant customer base where the qualification “up to” is used when presenting the headline broadband speed. That is not good enough. Hon. Members have asked today what other consumer group for another product would be happy with that level of service and advertising.

In November, the Advertising Standards Authority published independent research into consumers’ understanding of broadband speed claims made in advertisements and found—not surprisingly—that speed is an important factor for a significant proportion of consumers when deciding between providers. While levels of knowledge and understanding of broadband speeds vary, overall knowledge, as hon. Members probably expect, is quite low, with many consumers not knowing what speed they require to carry out daily online tasks. As hon. Members may also expect, most consumers believe that they are likely to receive a speed at or close to the headline speed claim, when in most cases that is not likely.

What does that tell us? It tells us that, in the interests of transparency and accuracy, there simply has to be a change in the way broadband speed claims are advertised to ensure that consumers are not misled, as they clearly are currently. The Advertising Standards Authority has now called for that, and the Committee of Advertising Practice has announced it will review its guidance to advertisers and is expected to report publicly soon. Further to that, Ofcom has asked internet service providers to sign up to a voluntary code of practice for residential broadband speeds that would require internet service providers to provide consumers with clear, accurate information on broadband speeds, including the maximum speeds they can achieve, the estimated speed on their line and factors that may slow down the speed, with a route of redress when speed performance is poor.

[Michael Tomlinson]

The hon. Lady is making a powerful speech. She mentioned speeds of 100 Mbps; in parts of my constituency, speeds of between 1 and 2 Mbps are not unusual. Will she join the call from my hon. Friend the Member for Boston and Skegness (Matt Warman) for accuracy in advertising about 100% fibre—not just the part-fibre, part-copper solution?

[Patricia Gibson]

I will absolutely join him in that. The important thing we all agree on is that consumers need to be given all of the information. As somebody said, it does not matter how bad that information might be; if customers are not given all of it, how on earth are they supposed to make an informed choice about their service provider?

I will finish by pointing out that many consumers are bamboozled by the technicalities of broadband speeds, but every consumer wants and deserves the clearest, most accurate and transparent information and experience possible from internet providers. That is expected—indeed, it is not even debated—in other areas in the marketplace, so why should it not apply to internet service providers? Only then can consumers freely and knowingly enter into a contract with an internet service provider and understand what expectations they should have.