Responding to new Which? research on the impact of the Advertising Standards Authority’s rule change on up-to speeds in broadband adverts, CityFibre’s CEO Greg Mesch said:

“While it is great that this change to the rules has pushed industry to bring its speed claims closer to the truth, it only goes to show why it is so important that the Advertising Standards Authority finishes the job it started.

“Now is the time to address the use of “fibre” in adverts, as across the country people are still paying for services they can’t yet receive while being stuck on prehistoric copper-based infrastructure. The ASA must take its head out of the sand and change these antiquated rules immediately so that as full fibre becomes widespread, customers are able to make a genuine choice.”

To find out more about copper masquerading as fibre, visit

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