ASAI proposed new guidelines on broadband marketing to consumers

The Cush

In today's Sunday Times - Telecom adverts can’t pull a fast one on broadband speed claims

The Advertising Standards Authority for Ireland (ASAI) is planning new rules on how broadband is marketed to consumers in order to prevent companies making exaggerated claims about the speed of their services, and about their use of fibre-optic cables — a type of network which allows faster speeds.

Draft guidelines say the practice of advertising speeds of “up to” a certain level does not sufficiently alert consumers to the fact that what is experienced by individual customers “can vary significantly”.

This could mean the new guidelines will require companies to state what proportion of their customers actually get the advertised speed 80% of the time.

This weekend the ASAI said the guidelines were not yet finalised and remained under review. If the new rules are adopted, however, several broadband providers will have to amend their marketing strategies.

In its 2018 Annual Report the ASAI said of broadband marketing to consumers

Mobile and Broadband Advertising

The Department of Arts, Heritage, Regional, Rural and Gaeltacht Affairs and the Department of Communications, Climate Action and Environment established a Mobile Phone and Broadband Taskforce to identify measures that could deliver significant improvements in access to high quality mobile and broadband services throughout Ireland.

The Taskforce reported in December 2016 and made 40 recommendations across a number of areas.

Recommendations No. 32 related to the ASAI. It stated:
“The Taskforce recommends that the Advertising Standards Authority review advertising in this area. The Taskforce also recommends that operators review their own advertising to ensure they are not creating a false or misleading impression, and also that any consumer who feels they have been misled contact Advertising Standards Authority to enable them to investigate”

The ASAI willingly engaged to co-operate with the Taskforce to carry out the Review, consistent with our approach to engage with stakeholders in the interests of consumers and society.

During 2017, at the request of the ASAI, the telecoms operators provided circa 450 marketing communications that had been published between October 2016 and March 2017 across a range of media. These marketing communications were reviewed against the ASAI Code with a particular focus on speed, availability and fibre claims.

Meetings with a range of telecoms operators were held where the operators presented on the technologies they used and their capabilities and limitations, and on consumer expectation and knowledge.

The ASAI submitted a Report to the Taskforce in January 2018. The Report recognised that guidance for the telecoms operators in a number of key areas would be helpful. An extensive consultative process followed with strong and positive engagement from key providers. To conclude the process, draft Guidelines will be shared with key stakeholders in 2019 prior to roll out of the new Guidelines.

https://www.asai.ie/wp-content/uploads/ASAI_38thREPORT_2018-19_Final.pdf

celticbhoy27

Hallelujah. Would be great news for customers. This paying for up to 150mb when you get 2-3mb has to stop