Advertising Standards Authority wrecks attempts to promote "genuine" fibre broadband

I have just been told of the Advertising Standards Authority ruling that copper to the home from a fibre connected cabinet can be called “fibre”. Meanwhile, it would appear that those offering “true” fibre connections cannot drop the “up to” in front of the speeds they offer.

Even more interesting is the revelation in the small print of the supporting material that as recently as last year BT still hoped to offer genuine fibre to the premises to 25% of the UK. That ambition appears to have have fallen by the wayside with the squeeze on its investment programme resulting from invasion of the content market and consequent price wars – with headlines offering “fibre” for £2.50 a month (rising to X after a given period), provided you take it over a copper line for which you pay £12.50 a month (rising to Y after a given period).

It is clear that those offering future proof fibre to the router/femto connectivity need a new headline slogan over which they can police copyright – so as to ensure that it is not misused by those with market dominance and advertising budgets large enough to sway the judgement of a self-regulator. I have a bottle of House of Lords whisky for the best suggestion.

Ideas to date include: “full fibre”, “home fibre” and “crap (copper, rust, aluminium and other pollutants) free fibre”.

I would also welcome a good definition of “crapband”. The current working definiton is: a service which delivers a speed that is, at best, less than 25% of the advertised “up to”.               
P.S. Copyright is reserved on the terms “full fibre”, “home fibre”, “crapfree fibre” and “crapband” (unless some-one else can demonstrate they have already used them). Free license will be given to those offering fibre to the home router and/or local mast or femto.

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That just shows the IQ level of the ASA. A FAT ZERO

Clearly they don't know what Fibre is. Virgin connections actually end with a coax connection from the local cabinet to your home in other words copper cable.

As for BT their fibre connection are not much better than the original broadband, once again twisted pair of copper cable from the roadside cabinet to your home.

Clearly in the view of the ASA, FRAUD is OK.

This is more than a little unfair: it reflects the quality and balance of the arguments/evidence put before the ASA - which reflects the legal/regulatory budgets of the players concerned with the issues. Hnece the need for ...

Given the way the ASA works I would welcome comment on my more recent blog on this issue: