Millions of broadband users are unwittingly risking fines or having their service disconnected due to confusion surrounding download limits.
Research from comparison site uSwitch found that almost nine out of ten users (86%) don’t understand the limit on their package, yet 56% of major broadband providers are willing to terminate the service of anyone deem an “excessive” user.
In the last year alone, almost one million customers who neared or exceeded their limit have had their service limited, been charged extra or received a warning from their provider.
And with broadband usage constantly on the increase thanks to sites like YouTube and BBC’s iPlayer, many more customers will be in danger of exceeding their limit going forward.
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“Unlimited” claim is to blame
The widespread confusion is down to the manner in which broadband is advertised in the UK, with providers being allowed to advertise “unlimited download” packages that actually have limits on usage, provided they make mention of this in the small print.
According to uSwitch, six of the nine major providers – including Virgin, BT and Orange – carry these misleading claims on their adverts. Add to this the fact that the average user achieves just half the download speeds they are paying for, and it’s clear there is a real need for tighter regulation on broadband advertising.
After all, it’s hard to imagine any other industry getting away with this. Coca Cola would not be able to advertise bottles of pop containing “up to one litre” when many held just half that amount; Jaguar could not sell cars with a top speed of 120 mph if half only trundled along at 60; so why should broadband providers be treated differently?
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Customers being mislead
As yet the only ‘action’ to be taken against providers is that they have been asked to sign up to a voluntary code of practice in which they agree not to mislead customers about broadband speeds and download limits.
And while almost all providers have signed up to this, the new research from uSwitch shows it hasn’t really changed anything.
In fact, of all the “unlimited” packages on the market there is only one that does not come with a dreaded fair usage policy. It’s called Broadband Max and is available from Sky at £10 a month.
Sadly, Sky won’t let you have it as a standalone deal, meaning you’ll have to sign up to one of its TV packages as well. This can cost hundreds of pounds a year, making it unviable for the majority of households.
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Providers need to be honest
"Broadband companies should not be allowed to class their packages as unlimited if they are not,” suggests uSwitch communications head Tim Wolfenden.
“As providers aren't choosing to be fully transparent about this issue, people need to be savvy when choosing their broadband packages and pay close attention to the small print"
Wolfenden has also called on the advertising standards authority and the regulator Ofcom to take firm action and set strict guidelines on the advertising of broadband packages.
“Broadband policies are confusing enough without customers having to worry if they are going to have their service terminated,” says Wolfenden.
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