The high-speed broadband services currently being pushed by major providers will only benefit a small section of society, one rural organisation has argued.
Rolling out even faster broadband in selected urban areas will serve to increase the growing trend of "Speed Greed" in the nation's cities, while rural communities are left behind.
This is according to the Country Land and Business Association (CLA) which has suggested that broadband providers appear to be ignoring the needs of rural customers.
Competition between ISPs should focus on broadband coverage, rather than speeds, Vice President Harry Cotterell said, suggesting that the government takes steps to ensure any national network meets the needs of all UK citizens.
"The super-fast speeds being hyped by Virgin and BT will only benefit a small section of society those who already enjoy fast connections," he commented.
"Speed Greed is creating the desire for ever faster connections, which will only be delivered in the cities. As a result rural Britain is being left behind."
Rural broadband was a key point of discussion at last week's Digital Britain summit in London, with business secretary Lord Mandelson suggesting that additional funding could be allocated to the cause.