A survey commissioned by UK fibre challenger CityFibre found that most people think fibre should mean fibre, which seems fair enough.
The research was conducted by Censuswide, who surveyed 3,400 UK broadband punters. 24% of respondents reckoned their broadband consisted of fibre all the way to the premise, even though only 3% of the UK currently has that privilege. Furthermore 45% of them assumed a service advertised as fibre meant fibre all the way, rather than just to the cabinet or whatever.
CityFibre is in the process of taking the Advertising Standards Agency to Court as it disputes its conclusion that ‘fibre’ is not a misleading term in broadband adverts when used to describe hybrid copper-fibre connections. That seems like a reasonable objection and is clearly the reason it commissioned this survey.
But CityFibre isn’t entirely innocent of a spot of misleading itself. The press release announcing this survey was headlined ‘Two thirds of broadband customers believe “fibre” should mean fibre-to-the-premises in ads’, but then offers no data points to support that claim. The closest one is the finding that 65% of respondents ‘didn’t think their current connection relied on copper cables or hybrid copper-fibre’.
There’s also this: While just under two thirds (65%) said their broadband provider had described their connection as “fibre”, only 1 in 6 (17%) thought this connection would include copper cables. But that’s still not consistent with the headline. People in glass houses…
“We are calling on all broadband providers to stop using the word ‘fibre’ unless it is describing a full fibre connection,” said Greg Mesch, CEO of CityFibre. “Rather than waiting for the backward-looking ASA to be forced to act, the industry should stand as one and pave the way for a new generation of connected homes, businesses, towns and cities across the UK.”
Mesch and CityFibre have a long history of agitating about the US fibre environment and usually manage to diminish their point by overdoing it. But that doesn’t mean they’re wrong and in this case they definitely have a point. Calling a service ‘fibre’ clearly infers it’s fibre all the way. If it’s hybrid then that should be represented in the name, regardless of what ISP marketing manager want.
UPDATE – 0900, 17 July 2018: We missed this paragraph in the press release, which fully supports its headline “Once the difference between hybrid copper-fibre connections and full fibre was explained, two thirds thought the advertising rules should be changed so that hybrid services could no longer be called “fibre”. Apologies.