UK SURVEY: 86% Don't Understand Broadband Connection Limits

Claims that more than 6 customers are unaware they have data caps, and almost 8 million more don't know what the amount is.

With data caps slowly becoming the rage these days as ISPs try to combat the amount of network traffic that illegal file-sharing consumes, it's interesting to learn that many Internet subscribers are unaware of the limits placed on their connections. For uSwitch.com, a UK-based price comparison and switching website, has released a new survey that nine out of ten broadband users (86%) still don’t understand the download limits on their Internet service.

Their research reveals that 6.2 million broadband customers wrongly believe they have an unlimited broadband service and a further 7.5 million do not know what their limit is – a total of 13.7 million confused customers. This has apparently led to almost 1 million consumers nearly reaching or exceeding their limit in the last year alone, an issue that could be avoided if providers clearly stated their "unlimited limits."

With over 16 million broadband connections in Britain bandwidth usage is growing. As streaming video applications and services such as the BBC's iPlayer become more popular with consumers the unlimited issue is only set to worsen. Unfortunately, broadband users are completely unaware as to how much their activity adds up to in terms of their overall usage. Even activities such as uploading files can contribute to their "acceptable usage" and could cause users to exceed the data caps set by their ISP. This means that broadband customers are in danger of having their services limited, suspended or even terminated by their ISP.

The devil’s in the detail – examples of small print:

• ‘very heavy users may have their usage restricted at peak times’


• ‘speed limiting restrictions may be applied within peak hours, or exceeding fair usage policy can lead to suspension of service’


• ‘Extremely heavy users will have bandwidth restricted during peak hours. After 3 email warnings, bandwidth will be managed during peak hours’


• ‘Unlimited during all hours. If usage is deemed detrimental to others, a letter or email will be sent.’

The issue is compounded by the Advertising Standards Authority (ASA). They currently allow ISPs to describe their services as "unlimited" even if there is a usage cap, as long as it is detailed in the small print. However, consumers are none the wiser as over 10 million broadband customers have never read their fair usage policy and a further 1.8 million do not know if they have read it or not. These consumers could get a nasty surprise if they inadvertently break the rules and max out their so-called "unlimited" service.

Tim Wolfenden, Head of Communications at uSwitch.com, comments:

The ASA and Ofcom need to take firm action and actually 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. It would be great if all providers could follow Sky’s lead and remove fair usage policies altogether. In the meantime, 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.

As I said before, with data caps quickly becoming realized for many ISPs as they try to combat the flow of traffic generated by illegal file-sharing, it's important to note that video streaming and legal P2P services like BitTorrent Inc. will lead to many other "innocent" users facing the prospect of having their connections throttled, suspended or even terminated. It's important that data caps be clearly advertised and that "unlimited" service really mean unlimited service.

How about you, do you know what your connection limits are?