CityFibre CEO Greg Mesch said his company is considering an appeal against the judgement handed down in the judicial review of the Advertising Standards Authority’s decision on the use of the term ‘fibre’ in broadband advertising.
The full fibre provider lost a judicial review against the ASA.
“We are disappointed by the result because we continue to believe it is not right for consumers to be misled into thinking copper-reliant connections are ‘fibre’ broadband," stated Mesch.
"The decision is particularly disappointing in light of the recent progress made in other countries which have restricted misleading advertising and established clear rules to distinguish full fibre from inferior copper-based services.
"We are currently considering appealing the judgement and would like to thank the thousands of people that joined our campaign and signed our petition for change.
“Full fibre infrastructure is being deployed at pace in the UK and will soon be within reach of millions of consumers.
"We welcome the Government’s recognition of the need for clarity in broadband advertising to ensure consumers can make an informed choice.
"We are also encouraged by DCMS’s focus on this critical issue in its proposed Statement of Strategic Priorities.
"The technical benefits of full fibre infrastructure are unquestioned and we will continue to work closely with DCMS, Ofcom and the ASA to ensure consumers are able to distinguish full fibre networks from copper-based alternatives.”