Some of the UK's largest internet service providers (ISPs) have backed a voluntary code of conduct aimed at ensuring full and open access to the web.
By signing up to the agreement, BT, BSkyB, KCOM, giffgaff, O2, Plusnet, TalkTalk, Tesco Mobile and Three promise not to use traffic management practices to restrict or block content without good reason.
Furthermore, products where particular classes of legal content, applications and services are unavailable will have to be marketed clearly so that consumers are in no doubt about their limits.
Under the agreement, a new process is also being established that will enable content providers to highlight possible cases of targeted and negative discrimination with ISPs.
If these problems are not resolved to a satisfactory standard, they will be lodged with the Broadband Stakeholder Group.
Commenting on the new code, Ovum analyst Matthew Howett, said: "Crucially the code recognises the importance of managed services and provides a fair degree of flexibility to allow these to develop.
"It's generally recognised by both sides (ISPs and OTT players) that it's necessary to build and maintain a sustainable internet model."
He added: "It remains an area of constant evolution and its reassuring that self-regulatory measures such as these are being explored rather than a heavy-handed and possibly premature intervention from the regulator."
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