Virgin Media, one of BT's biggest rivals, has joined the company in battling against a possible Openreach split.
Running in national broadsheet newspapers, a joint ad campaign will focus on the fact that the average download speed in Britain is faster than in many other EU countries.
It also adds that broadband speeds in the UK have "more than quadrupled" over the past five years, claiming that this is thanks to investments of over 15 billion by the two companies.
"BT and Virgin Media may be commercial rivals but we both have a proud track record of investing billions of pounds in the UK's digital infrastructure," BT CEO Gavin Patterson told The Telegraph.
"It's important post-Brexit that we don't talk the country down and that the right climate exists for further investment."
Together, BT and Virgin Media own and operate the entirety of Britain's broadband cable network. Aside from Virgin, all other internet service providers piggyback on BT's Openreach network to provide internet access to their customers.
Communications regulator Ofcom called for the division to be reformed, outlining proposals in July that would see Openreach become a "ring-fenced, 'wholly-owned subsidiary' of BT Group, with its own purpose and board members". By doing this, Ofcom hopes to remove any possibility that BT could bias against its rivals who rely on the network.
This legal separation, Ofcom claims, would give it more control over its investments and make the market more competitive "without incurring the costs and disruption... associated with separating the companies entirely."
Rival companies that currently depend on Openreach cables say that if Openreach and BT separate, they will be able to invest in upgrading the network, meaning better speeds and increased reliability.
IT Pro has approached both BT and Virgin Media for comment, but had received none at the time of publication. Ofcom's proposals are open to public consultation until 4 October.
Get the ITPro. daily newsletter
Receive our latest news, industry updates, featured resources and more. Sign up today to receive our FREE report on AI cyber crime & security - newly updated for 2023.
Adam Shepherd has been a technology journalist since 2015, covering everything from cloud storage and security, to smartphones and servers. Over the course of his career, he’s seen the spread of 5G, the growing ubiquity of wireless devices, and the start of the connected revolution. He’s also been to more trade shows and technology conferences than he cares to count.
Adam is an avid follower of the latest hardware innovations, and he is never happier than when tinkering with complex network configurations, or exploring a new Linux distro. He was also previously a co-host on the ITPro Podcast, where he was often found ranting about his love of strange gadgets, his disdain for Windows Mobile, and everything in between.
You can find Adam tweeting about enterprise technology (or more often bad jokes) @AdamShepherUK.