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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.

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Alistair Goulden

CMO, Swish Fibre

JOIN THE UK'S FASTEST  BROADBAND NETWORK*

Enjoy lightning fast broadband with our 10,000 Mbps Full Fibre network.

Unless you’re one of the lucky 21% of UK households**, chances are you only have fibre-to-the-cabinet broadband (FTTC). This means the final stage of the journey to your home is being made by the traditional copper telephone wire, which slows things down significantly. Only Full Fibre offers Gigabit-capable speeds that pack a real punch for today's needs.

 

Swish Fibre takes you beyond today’s broadband so you can work, surf and play with confidence.

** Ofcom Connected Nations update: Spring 2021

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* Speedtest taken on 28 May 2021

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4.9 TRUSTPILOT RATING

Source: Trustpilot

Sometimes the grass is greener. With Full Fibre, you’ll never suffer with broken video streams, painful video call interruptions or online gaming lag ever again. And with slow broadband affecting the average house price by £38,9021, you won’t be paying the price in your pocket either.

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NO LENGTHY CONTRACT

A FULL FIBRE SERVICE DESIGNED FOR YOU

We’re committed to delivering a great broadband service for you. This means we won’t lock you into a lengthy contract, so you can leave with just 8 working days’ notice prior to your next invoice date.

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LOYALTY THAT COUNTS

GET AN EXTRA 100 MBPS FREE AFTER 12 MONTHS

You won’t have to worry about broadband speeds being throttled or dropping out at peak times, or any other time for that matter, ever again.

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YOU SET THE PACE

SWITCH YOUR SPEED

ONCE A MONTH

Next time you’re sat waiting for that large file to upload or your video stream to stop stalling, it may be time to think about jumping ship and booking yourself onto a better broadband ride. Full Fibre delivers equally impressive upload speeds, making bandwidth intensive cloud-based activities a breeze.

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YOU SET THE PACE

SWITCH YOUR SPEED

ONCE A MONTH

Need to speed things up or slow things down? No problem. Switch your speed by giving only 8 working days’ notice before your next monthly billing date.

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BUILT TO LAST

BEYOND BROADBAND FOR GENERATIONS TO COME

Did you know that Openreach will be switching off the traditional copper-wire telephone network from the end of 2025? With hundreds of locations already switched off***, Swish Fibre is ready and waiting to welcome you to the future of broadband, today.

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HOME SPEED HOME

FULL FIBRE IS WHERE

THE HEART IS

Homes with poor internet speeds sell for an average of £38,902 less that the market value, while 39% of buyers simply won’t consider a property with sluggish broadband service****.

*** Openreach - Retiring our copper network

**** Eutelsat Survey - December 2020

Wish you had better broadband?

Tired of waiting for your downloads to complete and streams to kick in?

Say hello to the endless possibilities of 4K streaming, next-gen gaming and crystal clear video calls with our 10,000 Mbps Full Fibre broadband network.