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Hyperoptic, CityFibre and Gigaclear are calling for the rules on advertising fibre-based broadband to be tightened up.

The three full-fibre providers are unhappy because the term is used by other companies when they are promoting products that are only partly fibre-based, reports.

As a result, they want the Advertising Standards Authority (ASA) to change the rules so customers are able to make a more informed choice and prevent the term "fibre" being used too generically.

The ASA is currently investigating whether the marketing of some fibre-based products might be misleading to consumers.

Hyperoptic, CityFibre and Gigaclear have therefore provided the watchdog with the findings of a study by Opinion Leader, which found widespread confusion on the issue among the public.

For example, participants could not work out whether adverts they were shown were for part or full-fibre products, after being told the difference between the two.

The research said this was because the term "fibre" was used for both without any qualification or explanation.

Participants also stated that they felt it was misleading to describe part-fibre networks as "fibre", as it made it more difficult for them to differentiate between products that do not offer the same types of service.

Greg Mesch, Chief Executive of CityFibre, noted that consumers are increasingly being asked to choose between traditional copper-based broadband or a "new generation" of full-fibre networks that offer much greater speed and reliability.

"However, consumers won’t be able to take advantage of this step-change in technology until broadband advertising empowers them to make an informed choice about the networks they rely on," he commented.

"We urge the ASA to conclude that a change to the advertising rules is required."

Dana Tobak, Hyperoptic's Chief Executive, added that as the opportunity to choose full-fibre is growing across the country, consumers "want to understand their choices and not be misled by terminology applied too generically".


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