Ofcom sets out rules demanding broadband firms provide better services to customers

'People legitimately expect and demand more from their communications than ever before' says Ofcom CEO Sharon White

Telecoms regulator Ofcom has laid out a new set of rules which demand that communications and broadband providers serve their business and consumer customers better.

"People legitimately expect and demand more from their communications than ever before," says Ofcom CEO Sharon White. White told UK communications providers that they're going to come under more scrutiny, in her first speech since joining Ofcom.

The statement comes after Ofcom introduced new pricing rules for fibre broadband in a bid to support competition in the market in an effort to guarantee a fair price and access to BT's infrastructure for competitors.

Now Ofcom has set out four areas it insists the industry must focus on in order to provide better services to customers as "communications services become ever more important in our daily lives."

Firstly, Ofcom wants broadband providers to provide better information about their services by "making available clear and accurate information in advertising and at point of sale, so that consumers can genuinely compare offers and make effective choices."

Ofcom has also called for communications providers to ensure "straightforward processes when consumers want to switch, including cancelling services without entanglement - and coordination between providers for a smooth transfer."

And the new rules will require providers to offer "clear and fair terms with no hidden charges or lock-ins" and to be better at handling complaints, to such an extent that they're "doing everything possible to avoid a dispute in the first place.

"When Ofcom was established, access to a reliable internet connection and mobile phone was a ‘nice to have'. Now it is essential to the functioning of the economy, to the way people work and live their lives," said White.

"Improving delivery to consumers doesn't just fall at the feet of the regulator. The delivery of first class communications services is primarily the responsibility of providers," she continued, before later adding that improving the four areas which industry has been told to focus on will "will make a real difference for consumers and will encourage more people to take full advantage of competition in the sector."

White also used her speech at a conference hosted by Which? to highlight the importance of fast, reliable broadband connection to businesses throughout the UK.

"People legitimately expect and demand more from their communications than ever before. Service failure, where once an inconvenience, can today be very costly for people in terms of loss of business, disrupted access to public services or social isolation," she said.

White called for Ofcom and industry to work together to ensure the best services for both consumers and businesses.

"I am determined that Ofcom can continue to deliver good outcomes for consumers, and actually that we can step up further," she said.

"We have set the bar high for ourselves but also for industry. If we deliver then everyone benefits: consumers and citizens of the country and the businesses who deliver the services we regulate," White continued.

"I look forward to working with you to make this happen," she concluded.

Which? executive director Richard Lloyd welcomed "the very clear commitment" of White and Ofcom to "to putting the interests of consumers at the centre of everything the regulator does."

"Unreliable broadband speeds drive consumers crazy, so we also welcome the regulator telling providers to give better information on the speeds customers will realistically achieve, and to let people leave their contracts without penalty if they don't get what is promised," Lloyd continued.

"This is an encouraging start by Sharon White at a time when there are very big challenges facing Ofcom, many of which can be met by ensuring that consumers have more power to drive competition and growth among the best businesses, while protecting those who are vulnerable," he added.