FCC Reminds ISPs of Broadband Label Display Deadline

On December 19, 2024, the Commission released a public notice reminding broadband internet service providers to display accurate broadband consumer labels for both wireless and wired retail standalone broadband services, at all points of sale in compliance with the Broadband Label Order.

Large providers were required to display the broadband labels at all points of sale by April 10, 2024, and smaller providers – those with fewer than 100,000 subscribers – were required to do so by October 10, 2024.

The advisory emphasizes key aspects of the label requirements to assist provider compliance and to ensure consumers receive the benefits of the labels. Providers must display the label at all “points of sale,” meaning ISP websites and any alternate channels through which the service in question is sold, including ISP-owned retail locations, third-party retail locations, and over the phone. On ISP websites, the label must appear on the primary advertising web page that identifies the plans available to the consumer, i.e., once the consumer has entered any required location information. ISPs must display labels in close proximity to the associated plan advertisement. Directing consumers to a weblink or displaying a thumbnail icon, both of which require additional consumer action to access labels, does not satisfy Commission rules. Review the Commission’s public notice for further details.