A new YouGov survey conducted by network operator AllPoints Fibre, which is the UK wholesale division of Fern Trading’s recently consolidate alternative FTTP broadband ISP networks (Giganet, Jurassic Fibre, and Swish Fibre), claims to have found that the “vast majority of people” (72%) think it’s “misleading” to advertise part-copper broadband (e.g. FTTC) as ‘fibre’.
In the past it was common for ISPs to use “fibre” terminology to describe a wide range of internet connection technologies, including hybrid or part-fibre solutions that could involve either some copper wiring (e.g. FTTC) or even wireless connectivity over the final drop into homes. Such technologies can be significantly slower and less reliable than modern full fibre (FTTP) services, which take an optical fibre cable all the way to your home.
NOTE: 68% of respondents said they were likely to buy fully fibre optic connections in the future.
However, after many years of campaigning, Ofcom recently introduced new rules (here) that will only allow broadband ISPs to use terms like “fibre” and “full-fibre” on their websites, and in contracts, if their network brings the fibre optic cables all the way to your home (i.e. FTTP, FTTH and there’s also an allowance for FTTB). But the regulator’s change did not extend to advertising, which is an issue that we’ve already covered in detail (here).
The latest online survey from APFN and YouGov, which interviewed 2,000 UK adults during early November 2024, keys into the above issue by finding a “high level of consumer understanding” (70%) that full-fibre connections are generally faster and more reliable than part-copper connections. However, 77% of those questioned were unaware that it is currently legal to advertise part-copper broadband as ‘fibre’, while 72% agreed it is misleading for companies to do this.
In response, APFN has written a new Open Letter to the Advertising Standards Authority (ASA), which calls on them to “take immediate action” over this issue, while at the same time highlighting how other countries in Europe have already addressed similar concerns (e.g. France, Ireland and Italy took action many years ago).
Copy of APFN’s Open Letter to the ASA
Dear Mr Parker [ASA CEO],
I am writing concerning the Advertising Standards Authority’s stance on the advertising of ‘fibre’ broadband.
You will be aware, following an ASA ruling in November 2017, that it remains permissible to advertise broadband connections that are part-copper (also called Fibre to the Cabinet or FTTC) as ‘fibre’. No doubt you will also be aware that full-fibre connections (so called Fibre to the Premises or FTTP) are faster and more reliable, and as such provide a better experience to the end consumer.
This matter has been a major source of concern to the broadband industry for some years, which has been investing billions of private sector capital into this new infrastructure. Ofcom recently updated its guidance in this area, mandating that broadband companies give customers clarity on this question on their websites and in their contractual information before they sign up to receive a service. The research underpinning their decision found that only 46% of customers who reported being on full fibre were living in areas where it is available and not all of them would have been on a full-fibre connection.
Today I am writing this open letter to you to share the results of new research that AllPoints Fibre has conducted online with our polling partner YouGov. The research found the following:
• 70% of British adults are aware that broadband using only fibre optic cables is generally faster and more reliable than broadband delivered partly or wholly on copper cables
• 77% of Brits are not aware that it is currently legal to advertise broadband connections that are part copper as ‘fibre’
• 72% of Brits agree that it is misleading that companies can advertise part-copper broadband as ‘fibre’
• Armed with the knowledge that fully fibre-optic connections are faster and more reliable, 68% of Brits are likely to buy these connections in the future.
As you can see, the vast majority of those questioned believe that the advertising practice your organisation is allowing is misleading. The ASA’s decision from November 2017, when full fibre broadband was available to less than a million premises (or around 3% of the UK), needs to be revisited urgently. Full fibre is now available to over 23 million premises (or over 70% of UK premises). Our research finds that the buying behaviour of customers changes once they understand the difference between part-copper and full fibre broadband, directly contradicting the research that underpinned the ASA’s decision in November 2017.
You will no doubt be aware that there are examples of other regulators from across Europe taking much more prompt action to tackle this practice. France issued new rules in 2016 limiting references to fibre in advertising to full fibre only. In 2019, the Irish ASA issued guidance banning the use of the word ‘fibre’ on its own to describe part-fibre networks. Italy requires broadband companies to follow a traffic light system when advertising broadband. Each advert must carry a prominent green dot for fibre, an amber one for part-copper, and a red one for copper.
The rollout of full fibre and the underpinning evidence has moved on so significantly since 2017 that I am now writing to ask that the Advertising Standards Authority updates its stance in this area. 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. This is negatively affecting the take-up of a technology that will underpin the UK’s future economic growth and power the UK’s public services. I am sure you will agree that, in other industry sectors, this situation would be seen as intolerable.
In a public statement in September 2024, your organisation said that it was keeping a ‘watching brief’ on this issue. Given that fully seven years have now passed since your original decision, we believe the time for consideration is now over. We urge you to take action on this vital issue.
Yours sincerely,
Jarlath Finnegan [APFN Group Chief Executive]
A spokesperson for the ASA previously told ISPreview that Ofcom’s review “never tested for ‘misleadingness’” and reiterated that they were “keeping a watching brief on if/how the guidance impacts on advertising claims,” although as yet there have been no changes in their approach.
Back in 2018 the ASA claimed, based on its own consumer surveys, that “fibre” wasn’t a priority identified by consumers when choosing a package; that consumers did not notice “fibre” claims in ads and that they saw it as a shorthand buzzword to describe modern fast broadband. Respondents told the ASA that they did not believe they would change their previous decisions, even after the differences between those and broadband services that use fibre optic cables all the way to the home were explained to them. But APFN’s survey appears to contradict this.
The reality today is that copper-based broadband connections are rapidly on their way out, with many ISPs now prioritising FTTP based packages in their promotions. Suffice to say that the best time to update the advertising guidance has long since passed and any positive impact today may be much more limited. But perhaps the old phrase, better late than never, may still have some play.
