British broadband consumers are being misled, and AllPoints Fibre (APFN) is calling for change. Recent research with YouGov found that while 70% of people understand full-fibre is faster and more reliable than part-copper broadband, a staggering 77% didn’t know it’s legal to advertise part-copper as ‘fibre.’
APFN’s CEO, Jarlath Finnegan, has written to ASA Chief Executive Guy Parker, urging action. The letter highlights Ofcom’s updated guidance and points to better standards in France, Ireland, and Italy.
In a September 2024 statement, the ASA said that it was keeping a ‘watching brief’ on this issue. The letter urges the ASA to act, given that seven years have now passed since its original decision.
As Jarlath writes in the letter to the ASA, “Billions of pounds have been invested in this critical area of the UK economy, only for consumers to be widely mislead about the technology that they are buying. I am sure you will agree that, in others industry sectors, this situation would be seen as intolerable.”
With 68% of Brits now more likely to choose full-fibre after learning these facts, it’s clear the industry needs transparency to support informed choices.
You can read the full letter here.
