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CityFibre has issued a fresh call for broadband speed advertising regulations in the UK to be changed.

Italy's communications regulator recently announced it would change the rules on broadband advertising, to ensure customers could easily distinguish between full and part-fibre services.

According to CityFibre, this means people in Italy "will be able see at a glance what service is on offer".

It has therefore called for the UK's Advertising Standards Authority to follow suit.

CityFibre has been a vocal critic of the ASA in recent months, following its ruling that using the term "fibre broadband" in adverts for part-fibre services is not materially misleading.

The company 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.

Greg Mesch, Chief Executive of CityFibre, commented: "This move [in Italy] highlights exactly why the UK is continuing to fall further behind its European neighbours on digital infrastructure.

"We aren’t creating the right climate for investment or take-up of new services."

Mr Mesch added that the ASA's current guidelines are "no longer fit for purpose" and must be changed.

According to a recent study by CityFibre, nearly half of UK households believe services advertised as "fibre" deliver fibre cables to their home 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".

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