Ofcom's mystery shoppers put broadband sales to the test

Telecommunications watchdog Ofcom has just released the results of a mystery shopping exercise set up to check up on how well UK internet service providers are complying with its Voluntary Code of Practice on Broadband Speeds.

Whilst some were found to be meeting some aspects of the report, others weren't fulfilling their promises.

Research found the majority (85 per cent) of telephone mystery shoppers were provided with an estimate of the maximum speed available on their broadband line before signing up with a provider. However, almost half (42 per cent) had to prompt their providers to shed light on expected speeds late in the sales process.

Additionally, three quarters (74 per cent) of mystery shoppers were not informed that their actual speed was likely to be below their maximum line speeds.

Ofcom's research also found shoppers often received a broad range of estimates of the maximum line speed from different internet service providers, despite the fact they were all quoting from the same line. Ofcom put this down to the fact different internet service providers use different methods for calculating line speed information.

In light of the findings Ofcom now wants to tighten the Code to make sure broadband consumers are given the information to make better purchasing decisions before they sign up to a package or provider. Part of this involves making sure internet service providers are able to provide their customers with consistent and accurate information on line speeds.

Changes are expected to be made to the Voluntary Code by summer 2010 to make sure UK internet service providers adhere to the rules. However, if broadband suppliers still can't improve their ways Ofcom has warned it will look into introducing more formal regulations.

Speaking on the mystery shopper exercise, Ofcom's chief executive, Ed Richards, commented: "...our mystery shopping research reveals there is still significant further progress to be made, particularly in relation to the checkers used to calculate line speeds. We will work with the internet service providers to ensure consumers receive the best quality information and amend the existing Code accordingly."

Ofcom recently commissioned a second round of broadband speeds research where it will test some of the fastest advertised broadband packages on the market today. It hopes to publish the results of these in July 2010, and every six months thereafter.