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Ethical brand ratings and accreditation since 2001

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Is NOW an ethical broadband brand?

Owned by Sky Group Ltd/Comcast Corporation, NOW is a below-benchmark brand within The Good Shopping Guide’s Ethical Broadband Providers sector.

As NOW unfortunately receives a below-benchmark score, it cannot yet be classed as one of The Good Shopping Guide’s best broadband providers.

Though it does not yet meet our minimum Ethical Benchmark, we still encourage NOW to apply for Ethical Accreditation. If it applied, The Good Shopping Guide would provide NOW with a thorough evaluation and some suggestions on how it can raise its Ethical Rating.

To find out how other broadband providers within the Ethical Broadband Providers sector compare against NOW, you can visit the Broadband Providers Ethical Ratings Table. Our Ratings Table can help you to find out more about the criteria that a brand has to reach so that it can meet our minimum Ethical Benchmark. The Good Shopping Guide encourages all brands to follow in the footsteps of our top-rated brands and adopt more ethical practices before applying for Ethical Accreditation.

What does NOW receive a top rating for?

The Good Shopping Guide awards NOW with a top score for our Fossil Fuels, Nuclear Power and Other Criticisms categories due to a lack of negative records.

What does NOW receive a bottom rating for?

Unfortunately, NOW receives a bottom score for our Human Rights category. NOW’s parent brand Comcast Corporation has donated more than $1 million since 2019 to anti- LGBTQ+ politicians despite publicly supporting the LGBTQ+ community.

Comcast has also given a total of $28,000 to the top supporters of anti-LGBT legislation in the USA since 2020.

Critics have pointed out the hypocrisy of demonstrating support for LGBTQ+ people whilst simultaneously funding policies that would restrict their rights.

What can NOW do to improve its score? 

NOW’s below benchmark score within The Good Shopping Guide’s Ethical Broadband Providers sector is the outcome of a calculation of multiple ethical criteria.

In order to see its score improve, we suggest that NOW works on its bottom scores, including its low score for our Human Rights category.

Even though it currently has a below-benchmark score, The Good Shopping Guide still encourages NOW to get in touch and apply for Ethical Accreditation. That way we can offer it some guidance on how to improve and become one of our most ethical TV brands.

Would your Broadband Provider brand benefit from Ethical Accreditation? The Good Shopping Guide’s Ratings Tables can show you which other brands within the Ethical Broadband Provider sector have received our ethics and sustainability certification. If you would like more information, contact us or fill out an initial ethical and sustainability assessment form.

Ethical performance in category


GSG score


GSG category benchmark


Ethical Rating


  • Environmental Report


  • Nuclear Power


  • Fossil Fuels



  • Animal Welfare



  • Armaments


  • Political Donations


  • Human Rights



  • Ethical Accreditation


  • Other Criticisms


= GSG Top Rating = GSG Middle Rating = GSG Bottom Rating