We recently ran a series of adverts designed to highlight the significant performance differences between Full Fibre and Part Fibre broadband services on offer in the UK.

 

We were asked to stop.

 

Because many other ‘Fibre Broadband’ services rely on copper telephone wires, they significantly reduce the speed of these services. However you phrase things, Full Fibre is the 100% real deal, using only fibre-optic cables to deliver superior speeds. 

We’ve all grown to understand the various types of fruit juices available on the market due to the introduction of national legislation and clear labelling. But where it’s easy to differentiate from a 100% pure pressed fruit juice and a concentrated alternative, these helpful rules sadly don’t apply to broadband products.

 

Today, broadband providers are free to promote their product as ‘Fibre Broadband’, even when the product is infused with a significant amount of speed-sapping copper cable across the last leg of the journey into the home. Unlike Full Fibre broadband that only uses 100% fibre-optic cable at all times, these ‘Part Fibre’ products contain a very different mix of ingredients that the word ‘Fibre’ can conveniently gloss over.

 

It should therefore come as no surprise that many across the nation are confused or unaware of the root cause of their slow broadband connection. A recent report by WIK Consult on behalf of CityFibre, found that over 50% of respondents claimed to have a Full Fibre service, despite at least eight in ten living in areas where Full Fibre is not yet available.

 

Swish Fibre launched a wide-scale public interest campaign in July 2021 to alert consumers to the major performance differences between speed-sapping copper-mix ‘Fibre Broadband’ and the superior capabilities of 100% fibre-optic alternatives known as Full Fibre.

 

But a major household name that is benefitting from the current guidelines are upset at our tongue-in-cheek adverts designed to help improve consumer awareness on the issue.

 

While we may have to withdraw our adverts, we will never stop championing greater transparency for consumers.

 

As a builder of the “fourth utility” for UK households, we are committed to providing you with a 100% next-generation service for generations to come.

 

So while we look to resolve the wider need for industry reform, why not take a look around our website to find out more about Full Fibre and how it can unlock endless possibilities for how we work, surf and play online.