CityFibre has renewed its criticism of broadband speed advertising regulations in the UK, arguing that consumers are being misled.
Following Cable.co.uk's study showing that the UK is in the bottom third of EU countries when it comes to broadband speeds, CityFibre insisted the government must support efforts to bring full-fibre to the whole country.
Chief Executive Greg Mesch commented: "The place to start is putting a stop to the misleading use of the word fibre in broadband advertising, so that consumers know that when they see fibre, it is a fibre-to-the-premises connection they are buying."
The provider has been a vocal critic of the Advertising Standards Authority's (ASA) 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 added that while the UK's poor performance against other EU countries is "depressing", it is "not surprising", given its lack of investment in fibre-to-the-premises.
"This situation must change and quickly, as successfully rolling out this superior digital infrastructure is critical for the success of the UK economy and our ability to compete internationally," he said.