Expert says new broadband rules ''lack teeth to protect consumers''

The introduction of a new voluntary Code of Practice for the advertising of broadband speeds could help consumers identify the best value broadband provider, but the rules still lack teeth, an industry expert has said.

Last week, industry regulator Ofcom introduced a new voluntary set of rules which covered the advertising of fast broadband services in the UK.

As part of the code, fast connection broadband providers will be asked to supply customers at the point of sale with an accurate estimate of the maximum speed that the line can support and act promptly to resolve technical issues to improve speed.

Mark Jackson, editor-in-chief of website ISPreview.co.uk, has now welcomed the move, but said that Ofcom has not gone far enough to ensure consumers are always able to identify the best value broadband provider.

"We welcome Ofcom''s move to nudge internet service providers (ISPs) towards a greater degree of honesty, although it''s not entirely clear what happens when a member ISP fails to keep up its end; a lack of teeth to the agreement threatens its effectiveness," he explained.

"In addition, the code appears to concentrate heavily on line speed, which isn''t really the best form of measuring an ISP''s performance. An independent throughput test would have provided a better real-world solution."