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<p>In 2017, the Advertising Standards Authority (ASA), the UK's regulator of advertising,
reviewed consumer understanding of the term ‘fibre’ as used in broadband advertising
(particularly for part-fibre services such as Fibre to the Cabinet) and any impact
the use of this term has on consumers’ transactional decisions. The ASA engaged with
stakeholders and received a range of responses from providers of part-fibre and full-fibre
broadband services, consumer organisations and other regulators.</p><p>The ASA published
their findings in November 2017 and concluded by stating the following:“It is not
possible to conclude that the word ‘fibre’, as currently used in part-fibre advertising,
is likely to mislead and misinform consumers.”</p><p>Both the ASA and Ofcom are independent
regulators and such matters relating to industry rules on advertising and broadband
speed claims are a matter for their discretion.</p><p> </p>
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