Ofcom Announce End To

    Confusing 'Fibre' Advertising

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    Posted on: March 9, 2023

    With the latest announcement from Ofcom, the end of fibre confusion is coming!

    Ofcom has announced that it recognises the need for clarity around what fibre and full fibre really is. With copper networks existing alongside full fibre, and with these often featuring both fibre cables and copper cables, consumers need to be given the right information about what it is they are buying.

    Ofcom say, “Ofcom research has found that only 46% of customers who reported being on full-fibre broadband were living in areas where it is actually available.[1]” and, “In addition, more than a quarter (27%) of broadband customers lacked confidence in understanding the language and terminology used by providers.[2]”.

    In summary, they are stating that internet providers use clear information, with industry references to the type of network consistent across the sector. So, no more fibre or full fibre unless a network actually is pure, 100% fibre optic cables (or FTTP as we call it!).

    They state, “So, we are proposing new guidance to ensure providers give information on the underlying technology of the broadband connection using one or two consistent terms. Providers should also give a more detailed explanation of these terms in a format that is readily accessible to customers.”

    This is great news for network builders (like us), who have spent years campaigning for a clearer message in light of the larger providers using confusing terminology when selling connections to their customers. No more claims of fibre unless it’s the real thing – 100%, fibre optic networks (no copper in sight!)

    James Warner, CSO at Fibre Heroes comments on this latest announcement:

    “After years of suffering confusing jargon, customers can now breathe a sigh of relief that there will be some clarity when it comes to what they might actually be getting when they buy broadband. It has taken far to long for Ofcom to announce this, and it won’t come into force until the autumn, at the earliest, so a few more months of miss-leading the consumer left and then we can all be clear on what Fibre actually is.

    Hopefully this is the start of some clarity and consistency across the sector, which won’t just help the consumer, but start to de-mystify something that should be simple and for the benefit of all.”

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