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A recent study conducted by AllPoints Fibre (APFN) and YouGov has revealed widespread consumer misunderstanding concerning broadband advertising in the UK.
The research by APFN found that although 70% of consumers recognise that full-fibre connections are faster and more reliable than part-copper connections, a significant 77% were unaware that it is legally permissible to market part-copper broadband as "fibre" according to current UK advertising regulations.
Furthermore, 72% of respondents agreed that it is misleading for companies to advertise part-copper broadband as "fibre"," a practice allowed by the UK's Advertising Standards Authority (ASA).
APFN Group Chief Executive Jarlath Finnegan has addressed this issue in an open letter to ASA Chief Executive Guy Parker, urging the authority to revise its guidelines to better inform consumers.
The letter points out that Ofcom, the telecommunications regulator, recently updated its guidance requiring broadband companies to clearly distinguish between part-fibre and full-fibre broadband in their online material and contractual information.
The letter also references regulatory actions taken in other European countries. France, Ireland, and Italy have implemented measures to ensure consumers are accurately informed about broadband types, such as strictly limiting the term "fibre" to full-fibre connections or employing a traffic light system for advertising clarity.
In the letter, Jarlath Finnegan states, "Billions of pounds have been invested in this critical area of the UK economy, only for consumers to be widely misled about the technology that they are buying. I am sure you will agree that, in other industry sectors, this situation would be seen as intolerable."
In response to these findings, 68% of survey participants indicated they were more likely to opt for fully fibre-optic connections in future, understanding their benefits better post-survey. This reflects the potential for change in consumer behaviour when provided with clearer information.
