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Plusnet has called on other internet service providers (ISPs) to willingly embrace IPv6.

IPv4 addresses are set to run out in the near future, meaning broadband providers and other industry stakeholders need to make the transition to the new Internet Protocol.

Richard Fletcher, Chief Executive of Plusnet, noted that many companies are "doing great work in preparation for the change".

However, without further action, the broadband industry runs the risk of stifling access to new web based services, he stated.

Mr Fletcher claimed that this could reduce customer choice and limit functionality and access for web users across the world.

"Making noise about IPv6 is not about scare-mongering but it is actually a great example of how the global internet society need to work together to ensure usability and web connectivity run smoothly," he added.

"With industry-players adopting the protocol early there is more we can do to ensure there is no disruption to people's web experience when IPv4 addresses are no longer available."

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