Come September, some Australians may enjoy a turbocharged internet boost—at least on paper. NBN Co’s widely touted upgrade will see the ‘Home Fast’ tier jump from 100/20Mbps to a potential 500/50Mbps, but only for those with the right infrastructure.

But instead of excitement, some NBN retailers are bracing for a different reality: confusion, frustration, and a marketing minefield.

As the Australian Competition and Consumer Commission (ACCC) flagged in a consultation paper released this week, the coming changes aren’t as simple as a speed dial being turned up.

Here’s the problem: not all ‘Home Fast’ customers will actually go faster. The new 500/50Mbps speeds will only be available to users on full fibre or hybrid fibre coaxial (HFC) networks.

Those on fibre-to-the-node (FTTN), fibre-to-the-curb (FTTC), or fibre-to-the-building (FTTB)—all of which rely on ageing copper for the last leg—will still be stuck at 100/20Mbps. Yet they’ll all be sold the same plan, with the same name.

This isn’t just a branding issue; it’s a trust issue. How do retailers market a product that delivers drastically different results depending on where a customer lives or what kind of router they own? It’s a recipe for confusion, returns, and a flood of support calls.

Even more problematic is the customer premises equipment (CPE) factor. Retailers are rightly worried about how many people will even be able to take advantage of the new speeds. Without compatible hardware, all the back-end upgrades in the world won’t move the needle.

Instead of a universal leap forward, the September rollout risks entrenching the same digital divide Australians have battled since the NBN’s inception. Faster speeds should be a reason to celebrate—not another chapter in a saga of overpromised and underdelivered broadband.

NBN Co and policymakers must get ahead of this. That means clearer communication, honest marketing, and genuine support for upgrading legacy connections. Otherwise, what should be a win for Australian internet users could turn into yet another broadband bungle.

According to the ACCC many consumers will need to upgrade their customer premises equipment (e.g. modems/routers) and in-home setup to receive the new maximum wholesale speeds, however, identifying which consumers is difficult because many bring their own hardware.

The ACCC is also pushing for updated marketing guidelines for NBN retailers, urging a cautious approach ahead of the September speed upgrades.

Retailers are advised to be “conservative” in describing typical speeds, given the lack of real-world performance data—echoing earlier caution with high-tier plans to avoid misleading consumers.

Past penalties, totalling tens of millions, have stemmed from overpromising in marketing, particularly where performance varied across access technologies.

Now, the ACCC also recommends disclaimers like “services are only available in limited areas” to reflect potential network constraints.

Retailers will also need to take “reasonable steps” to inform customers about compatible modems and equipment. This may be straightforward for devices supplied by the provider but poses a challenge for customers using BYO gear.

The ACCC revised guidance states, where the [retailer] has not provided a modem to the consumer and is not aware of the characteristics of the existing modem that the consumer is using, it should inform the end-user that it does not know whether the current modem would support the consumer.

Meanwhile, NBN Co has confirmed that NBN 2000 (2Gbps) plans will be available from September 14, 2025—but clarified that this date marks when retail service providers (RSPs) can begin purchasing the plans, not when customers will necessarily see them on offer.