Research which suggests the UK's broadband services are fit for purpose has been criticised by the Country and Land Association (CLA).
The body has announced it disagrees with the recent Cisco study that claimed broadband standards in the sovereign state are acceptable, although improvements are needed for the future.
Henry Aubrey-Fletcher, president of the CLA, said the statement that current services are now fine is "simply not true".
"Rural areas all over the UK suffer from poor broadband connections, something that is hitting rural businesses particularly hard," he explained.
"The digital divide is growing as stated in the report and the government must invest with private partners in closing the gap for the UK's rural economy to have any chance in developing to its full potential."
Earlier this year, the CLA joined forces with The Apprentice 2008 runner-up Claire Young to promote a new campaign calling for the introduction of effective rural broadband.