Network infrastructure firm, CityFibre, has filed for a judicial review of the ‘short-sighted’ decision by the Advertising Standards Authority to allow the continued advertising of copper-based networks as ‘full-fibre’, which it claims leaves customers misinformed and paying for a product that does not perform to the same standards as actual full-fibre networks.

Chief Executive at CityFibre, Greg Mesch claims that the ASA has “failed to ensure honest and truthful broadband advertising” and that “without clear and transparent advertising to guide their purchasing decisions, millions of consumers risk being conned into staying on inferior copper-based broadband services”

Across the United Kingdom, the majority of broadband services currently utilise full-copper or part-copper-part-fibre networks – This ultimately results in lower than expected performance and poor download speeds, with full-fibre services capable of reaching Gigabit speeds (1000Mbps).

With CityFibre arguing that current advertisement regulations are a major barrier to broadband take up, a refusal to change could have dire consequences for the UK economy in an increasingly digital world.

Fake Fibre

Over the last year there have been a growing number of calls for changes to the use of the term ‘fibre’ by both parliament and industry figures, yet in last year’s Digital Strategy, the ASA ruled that no changes were needed, surprising many within the industry.

On the issue of the ruling, Greg Mesch claims that the ASA is greatly damaging the nation’s efforts to move broadband services firmly into the 21st century and hampering  a “national infrastructure project critical to our success in a digital age.”

Mesch continued, stating that the ASA has “failed to enable consumers to make informed choices” as internet service providers could, for example, advertise services over a copper-based network as ‘ultrafast fibre broadband’ thus clearly misleading the consumer into believing they have purchased a superior product.

Misleading Consumers

A review of the Advertising Standard’s Authority’s ruling will assess the decision making process at the organisation; which CityFibre claims was immensely flawed.

The ASA rejected claims that consumers were being misled despite the fact that independent research clearly established that consumers were being duped by internet service providers.

Many believed that they would see a marked change in the speed reliability and consistency of the services they were paying for, and upon discovering that products advertised as ‘fibre’ were delivered over copper phone wires instead, felt betrayed by their service providers and frustrated at blatantly false advertising.

Increasing Demand for Super-Fast Broadband

With a growing number of consumers gaining access to full-fibre, the importance of clear advertisement is of critical importance to improving the quality and reach of services, which Mesch points out has massive implications for personal use and businesses.

“UK operators such as CityFibre are busy building the gigabit capable networks that UK consumers and businesses will need for the future”

Reliance on broadband across the UK is critical to thousands of internet users and businesses, and the government has identified the nation’s digital infrastructure as a national priority and key to the future of the British economy.

As such, concerted efforts to encourage private investment in the industry has seen a radical increase in the accessibility of super-fast broadband for UK internet users. CityFibre, Openreach and a host of other organisations now have full fibre roll-outs underway or in the planning stage, and by 2025 it is predicted that at least 10 million homes and businesses across the UK will have the option of full-fibre networks, or copper-based networks.

Initiatives by the Scottish Government also aim to increase broadband accessibility through the R100 programme, with rural communities of a particular focus. In December it was announced that £600 million would be invested to help achieve the government’s commitment to provide every house and business in Scotland access to super-fast broadband by 2021.