­A number of the UK’s internet providers and mobile networks have signed up to a voluntary code-of-practice that will govern how they advertise their internet services to customers.

Together these companies – BSkyB, BT, O2, TalkTalk, Three, Virgin Media and Vodafone – account for 90% of all fixed-line broadband customers and 60% of all mobile customers in the UK.

In the mobile arena, Orange and T-Mobile are not a part of the agreement.

The new code will ensure that consumers have access to more easily comparable information about the traffic management practices of different broadband providers. For the first time, information will be provided in a common format to explain what traffic management techniques are used, when and with what impact for each broadband service currently marketed by the code’s signatories.

Antony Walker, Chief Executive of the Broadband Stakeholder Group, which facilitated this voluntary industry code of practice stated that there has been more heat than light in the debate about traffic management over recent years. This commitment to provide clear and comparable information in a common format is very important. It will not only help to ensure consumers are better informed about the services they buy and use, but will also provide a clearer picture for policy makers of the way in which traffic management is actually used in the UK market.

The code of practice will also take into account any Net Neutrality issues if they crop up in the UK.

Walker added that consumers need to be able to make informed choices about the services they buy while the policy makers need to be able to make informed decisions about the policy and regulatory framework they set. This new commitment provides an essential building block for getting both of these things right.

The code will be piloted in 2011 by the signatories and its implementation will be reviewed in early 2012 to fine tune the approach. Interested parties, such as consumer groups, will be invited to provide feedback as part of the review process. It is also hoped that more ISPs will sign up to the code following its launch.

The network’s first step will be to publish a common Key Facts Indicator (KFI) table, summarizing the traffic management practices they use for each broadband product they currently market. This will be available on ISPs’ websites by the end of June 2011.