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The Advertising Standards Authority (ASA) is to look into whether the marketing of some fibre-based products might be misleading to consumers.

According to the watchdog, the term "fibre" is currently used in advertising material for both part-fibre and full-fibre broadband services.

The ASA noted that the government has committed to investing in full-fibre infrastructure in its recent Digital Strategy.

This, it said, means this technology is likely to be available to "significantly more people" in the coming years.

However, the ASA pointed out that the government believes the term "fibre" should only be used to describe full-fibre broadband services.

The watchdog also noted that MPs raised concerns in a recent parliamentary debate about the word being used to describe part-fibre services.

As a result, the ASA is planning to carry out a review of how it interprets the Advertising Codes when judging how the term "fibre" is used to describe particular broadband products.

"We will be considering whether the use of that term is likely to cause people to be materially misled," the regulator said.

"Our work has already begun and we will provide an update with more information by the summer."

The government's Digital Strategy includes a £1 billion programme designed to keep Britain "at the forefront of digital connectivity".

According to the Department for Culture, Media and Sport, this funding will speed up the development and uptake of next generation digital infrastructure, including full-fibre broadband and 5G.

Ministers also plan to set up a Business Connectivity Forum, which would bring together communications providers, business organisations and local authorities to help firms access fast, affordable and reliable broadband.

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