CityFibre Wins ASA Ruling on ‘Project Gigabit’ Advert

CityFibre, the UK’s largest independent full fibre platform, has won a ruling from the Advertising Standards Authority (ASA) regarding its ‘Project Gigabit’ advertisement. The ASA rejected a complaint alleging the ad was misleading.

Complaint Dismissed

The TV ad, seen on 26 January 2023, featured a voiceover stating, “The future’s Gigabit. The future’s CityFibre.” On-screen text said, “UK rollout to 8m homes.”

Virgin Media complained that the claim “The future’s Gigabit” misleadingly implied CityFibre would be the sole UK provider of gigabit broadband. They also challenged whether the “8m homes” claim was misleading and could be substantiated.

However, the ASA dismissed the complaint entirely. They concluded the ad would not lead consumers to believe CityFibre was or would be the only gigabit provider. The “8m homes” figure was also not considered misleading.

CityFibre Responds

“We’re pleased with the ASA’s ruling,” said Greg Mesch, CEO of CityFibre. “It validates our ambitious rollout plans to reach 8 million premises by 2025.”

CityFibre is currently engaged in a £4 billion investment programme to deploy dense full fibre infrastructure across the UK. They aim to address approximately one third of the UK market by 2025, providing wholesale services to retail service providers.

Residents Rejoice

Residents in CityFibre rollout areas are excited about the prospect of gigabit speeds. “I can’t wait,” said Sarah Johnson, 38, of Peterborough. “Working from home will be so much easier with reliable, ultrafast broadband.”

In Leeds, small business owner Mark Thompson, 45, shared similar enthusiasm. “Gigabit speeds could be a game-changer for my video production company. We’ll be able to upload and download massive files in seconds.”

Rollout Progress

As of March 2023, CityFibre’s rollout has passed over 2 million homes in more than 60 towns and cities, including Nottingham, Luton, and Adur & Worthing. The company is on track to reach 8 million premises by 2025.

“We’re making tremendous progress,” noted Mesch. “Every week, we’re bringing full fibre within reach of tens of thousands more homes and businesses.”

Looking Ahead

With the ASA ruling behind them, CityFibre shows no signs of slowing down. The company continues to secure new partnerships and investment, recently announcing a [£200 million financing deal](https://www.cityfibre.com/news/cityfibre-secures-over-200m-debt-package-to-support-continued-full-fibre-rollout-momentum/) to support their rollout.

As the UK races to upgrade its digital infrastructure, CityFibre is positioning itself as a key player in delivering gigabit connectivity nationwide. For residents eagerly awaiting the arrival of full fibre, the future looks bright – and blazingly fast.