Many broadband customers mistakenly believe they have fibre-to-the-premises connections, a new survey has found.
According to research by CityFibre, 24 per cent of households think they have fibre cables running all the way to their home.
However, the organisation pointed out that this technology is currently available to just three per cent of UK properties.
The survey also found that 45 per cent of respondents believe services advertised as "fibre" deliver this type of connectivity as standard.
After being told the difference between full-fibre and hybrid copper-fibre connections, two-thirds agreed that advertising rules should be changed so that hybrid services are not marketed with the term "fibre".
CityFibre is therefore concerned that many consumers are missing out on the benefits of full-fibre broadband.
This, it said, is in turn damaging demand and undermining the sector's ability to reach the Chancellor's target of national full-fibre coverage by 2033.
As a result, the provider has contacted BT, Virgin Media, TalkTalk, Sky, Vodafone, EE and Post Office, urging them to change how they advertise to broadband customers straight away.
Greg Mesch, Chief Executive of CityFibre, commented: "Years of misleading advertising of broadband speeds and technologies have left people totally confused about what they are paying for, undermining trust in the industry.
"It is time to put the customer at the heart of the full-fibre rollout and ditch dishonest descriptions once and for all."
The provider has been a vocal critic of the Advertising Standards Authority's ruling that using the term "fibre broadband" in adverts for part-fibre services is not materially misleading.
CityFibre is now gearing up for a judicial review of the regulations, which it has described as "lax", after being given permission to proceed by the High Court.
Mr Mesch stated that instead of waiting for the judicial review to conclude, the industry should "stand as one and pave the way for a new generation of connected homes, businesses, towns and cities across the UK".