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The government is set to promote its Broadband Delivery UK (BDUK) fibre rollout with a major new advertising campaign.

The public-funded £1.7 billion programme - which is designed to bring super-fast broadband to rural UK communities - has been criticised, owing to a lack of transparency over deployment timetables and low initial take-up figures.

Despite fibre broadband becoming available in many areas for the first time, relatively few households and businesses have signed up for an upgrade as yet, reports the Financial Times.

A spokesperson for the Department of Culture, Media and Sport said an advertising campaign could inform people about the advantages of fibre.

"We know that some people aren’t aware super-fast is available in their areas or what benefits it could have for their business or family life," the representative stated.

"We are looking at ways to provide better information to them."

A BT spokesperson welcomed the suggestion of a government marketing campaign for BDUK rural fibre services.

He claimed that demand stimulation is "an important element" in any broadband programme.

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