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10.23.08 UK Broadband Users Confused About Limits  By Mike Sachoff The majority (86%) of UK broadband users still don't understand the limit on their service, according to research from the consumer group uSwitch. Research found that 6.2 million UK broadband customers wrongly believe they have unlimited broadband service and 7.5 million do not know what their limit is. This has led to almost 1 million consumers nearly reaching or exceeding their limit in last year alone, an issue that could be avoided if providers clearly stated their "unlimited limits." Some ISPs have taken action. Last month Sky introduced the first completely unlimited service, Broadband Max. The company has removed its fair usage policy from the terms and conditions, becoming the first provider in the UK to offer truly unlimited broadband. Sky is an exception as more than half (56%) of all major broadband providers are still using the term unlimited and are confusing broadband users as they do set limits on their packages. "The solution is easy, broadband companies should not be allowed to class their packages as unlimited if they are not," said Tim Wolfenden, head of communications at uSwitch.com.Providers are confusing consumers to the extent that broadband users do not even know if they are exceeding a user limit. Broadband usage levels have gone through the roof as more and more consumers are using things such as on-demand TV services."
"With so much reliance on broadband, having the service disconnected could feel to someone as serious as having their electricity cut off. 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." The issue is compounded by the Advertising Standards Authority (ASA). They currently allow providers to describe their services as "unlimited" even if there is a fair usage cap, as long at it is detailed in the small print. uSwitch says that 10 million broadband customers have never read their fair usage policy and 1.8 million do not know if they have read it or not. "The ASA and Ofcom need to take firm action and actually set strict guidelines on the advertising of broadband packages," said Wolfenden. "Broadband policies are confusing enough without customers having to worry if they are going to have their service terminated." "Broadband companies need to make clear and define these limits that they hide in the small print to make sure customers are fully aware of all the details when they sign up." About the Author: Mike is a staff writer for WebProNews. Visit WebProNews for the latest ebusiness news. |
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