A new Code of Practice through which internet service providers (ISPs) will give customers a true picture of likely broadband speeds at the point of sale came into force yesterday.

The voluntary Code, to which ISPs covering 95% of broadband customers across the UK have signed up, is designed to provide greater clarity for consumers and reduce the potential for consumers to be misled over the speeds they will be able to achieve from their broadband service.

Ofcom will monitor compliance over the next six months to ensure ISPs are honouring the commitments made signing up to the Code. Under the Code, ISPs are required to:

• Provide consumers at the point of sale with an accurate estimate of the maximum speed that their line can support;

• Explain clearly and simply how technical factors may slow down speeds and giving help and advice to consumers to improve the situation at home;

• Offer an alternative package (if there is one) without any penalties, if the speed is a lot lower than the original estimate; and

• Explain fair usage policies clearly and alert consumers when they have been breached.

A full list of ISPs that have signed up can be found at www. ofcom.org.uk/broadbandcode.

New Ofcom research due to be published in early 2009 reveals that a quarter of people said they did not receive the speed they expected when they signed up for a broadband service. Ofcom is also conducting research on the actual speeds obtained by broadband customers and expects to publish initial results early next year.

A guide for consumers of what to expect from an ISP is also being published, and provides troubleshooting tips if consumers are not getting the speeds expected.

Ofcom chief executive, Ed Richards said: “Ofcom welcomes the fact that so many ISPs have signed and now implemented the Code of Practice.

“Over 95% of customers are covered by the Code which means the vast majority of people should be confident about the advice they receive on broadband speeds.”

How to beef up a sluggish web service

If your broadband speed is lower than you expected, your ISP should be able to give you advice. Some broadband services can be affected by electrical interference and your ISP should be able to recommend ways that this can be reduced (eg: fitting additional filters to your telephone sockets);

• You may find that your broadband speed is a lot slower at some times of the day. Like the roads, internet speed depends on how much other people are using it. At peak times (usually afternoons and evenings) your broadband speed may be slower;

• Your speed might be being cut by your ISP if you have breached their fair usage policy. If your speed has been cut in this way then you may want to contact your ISP and ask them why and how you can avoid being affected in this way in the future. If your ISP has signed up |to the Code, they should tell you this automatically;

• Moving to a faster broadband package can help, but you may not always be able to get |the higher speed because of where you live. Your ISP should be able to let you know wheth-er you can get a higher speed package, and what the maximum speed your particular line can hold; and

• Switching your ISP may improve speeds. Comparison websites and ‘best buy’ guides can provide consumers with an indication of ISPs with good speed performance, and also let you know whether other customers are happy with that ISP.