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A fibre broadband provider has welcomed Ofcom's plans to help ensure consumers have more information about the internet deals that are available to them, but said the regulator must go further by cracking down on unclear and misleading advertising.

Chief Executive at CityFibre Greg Mesch stated that as the UK moves towards a goal of connecting the country to full fibre by 2033, it has never been more important that consumers are empowered to make informed choices about their services.

However, he added that as long as people are still paying high prices for substandard connectivity, barriers will remain.

The company's comments come in the wake of an announcement from the telecoms regulator that it will move to ensure providers inform customers of their best deals whenever discounted rates are coming to an end, and the launch of a new information campaign to help educate users about what options are available to them.

CityFibre said that as part of this, Ofcom should also address the 'misselling' of fibre broadband, where deals are advertised to consumers as being 'fibre', when in fact many still rely on copper cables for the connection between the user's home and the cabinet.

Mr Mesch said: "The failure of the Advertising Standards Authority to address this and to allow advertisers to wrongly mislead customers into paying more for a 'fibre' service that is in fact delivered to their home over legacy-copper networks is perpetuating confusion, and Ofcom needs to step in to help consumers make an informed choice."

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