This paper provides a case study on how the UK is attempting to incentivise full fibre rollout (whereby every premises has a direct fibre connection), and the challenges which these proposals pose. In the past, the UK was the first to introduce the ideas of anchor product pricing and wholesale pricing freedoms. These were subsequently adopted by the European Commission and have led to substantial investment in next-generation broadband access across the EU. As a result, new proposals from the UK should be of interest to regulators and operators in a wide range of developed countries, as well as to those in the UK.