Irate broadband infrastructure firms have lashed out at a bizarre ruling from the UK’s advertising watchdog that will allow service providers to continue to use the word ‘fibre’ in their commercials, even when the connection to the home is not an optical fibre.
“Frankly, using this ruling I can now start calling my mobile phone a fibre phone because the delivery to my phone is over part fibre! It’s patently idiotic,” fumed Matthew Hare, chief executive of rural broadband provider Gigaclear.