CityFibre has warned that broadband consumers in the UK are being deceived because of weak advertising standards.
According to Greg Mesch, Chief Executive of the provider, Britain is the only country in which broadband delivered via copper wires is allowed to be described as fibre broadband.
Speaking to the Times, he said companies such as BT are therefore able to exploit weak regulation and mislead members of the public.
"BT has been telling the UK nobody wants fibre," Mr Mesch said. "[They] are deceiving the public. Consumers should have a choice."
In November 2017, the Advertising Standards Authority (ASA) told broadband providers to ensure future speed claims in ads are based on average speeds at peak times.
Providers are currently allowed to advertise broadband speeds if they are available to ten per cent of their customers, but under the new system, advertised speeds will be based on the download speed available to at least half of customers at peak times and described in the ads as "average".
However, Mr Mesch believes this does not go far enough, as the ads will still not accurately reflect all consumers' experiences.
"Imagine if the ASA allowed that in the pharmaceutical industry for a drug that only works 50 per cent of the time," he argued.
Mr Mesch also claimed that while BT "will naturally want to snuff out the competition", the industry is failing to rally "behind the underdog".
He insisted it is not in consumers' interests to continue propping up a "broken monopoly", as the country is seeing "massive data growth" that is not abating.
Mr Mesch went on to state that while it is expensive to roll out fibre broadband, it is worthwhile as "it's the best" and "once she's in, she never goes away".
"The internet works great on fibre and not great on copper," he said.
Mr Mesch added that just three per cent of households in the UK have full-fibre connections, compared with 79 per cent of homes in Spain.
His comments come shortly after CityFibre announced a long-term strategic partnership with Vodafone that will lead to up to five million premises having access to ultrafast broadband by 2025.
The rollout of gigabit-capable full fibre broadband is due to begin in early 2018, with the first phase seeing the technology being deployed to one million homes and businesses over three years.
The two companies will then have the option of extending the commercial terms of their agreement to reach a further four million premises by 2025.
Vodafone and CityFibre believe their partnership will help to "bridge Britain's fibre gap", with world-class gigabit-capable fibre-to-the-premises connections being brought to households, businesses and public sector sites including schools and hospitals.