UK consumers want an end to misleading 'fibre' broadband advertising

Using the word 'fibre' to describe broadband services which are partly delivered using copper cable is misleading consumers according to the UK's Advertising Standards Authority (ASA). Conducted by specialist research agency Opinion Leader, using focus groups and in depth interviews with residential and business broadband users, the research shows that adverts using the word fibre don't enable people to make an informed choice. The majority of UK households and businesses receive their broadband over networks that are only partially fibre. Fibre terminates at a street cabinet with the final connection to the consumer being delivered over copper phone wire or… [Continue Reading]