A UK broadband provider has welcomed Ofcom's decision to open a discussion paper into net neutrality - the principal of treating all web traffic as equal.
Eclipse Internet says the media regulator is right to provide more information to customers about "throttling web traffic at peak use".
Speaking to ISPreview, the firm's Director Clodagh Murphy said it is "imperative" that internet service providers offer their customers greater visibility of web traffic to meet their ever growing network demands.
She commented: "These days it's vital that businesses receive the best possible technical support from their selected provider to know why the nature of their business dramatically increases the complexity of the web traffic.
"The phrase 'unlimited broadband' is thrown around too easily by too many companies, and this is so often not the case."
Ofcom Chief Executive Ed Richards commented last week that new EU rules give regulators a clear responsibility to address the emerging issues around traffic management.