The ASA ruling on the use of the words 'fibre optic' has now also been adopted by a cable provider that operates in Scotland. SmallWorld Media promotes itself as offering high speed fibre optic broadband, but rest assured this is currently a fibre/coax cable hybrid utilising DOCSIS 1.x and 2.0 just like Virgin Media.
The interesting part that is really the news has been highlighted on DigitalSpy which is that SmallWorld Media are looking to start using EuroDOCSIS 3.0 which allows for much higher speed cable broadband connections. By bonding of the channels downstream speeds of 200Mbps are possible.
While we can all moan about the advertising terminology used, if the end result is that an increasing percentage of the UK will have the option of faster broadband services that is a good thing.