Telecoms minister Chris Bryant has warned controversial broadband firm IX Wireless that it faces a crackdown if it fails to listen to Rochdale residents’ concerns about its street poles and masts.

The minister told Rochdale MP Paul Waugh that he was ready to step in and change Government regulations should the firm continue to attract public complaints over the location of its unsightly wires and a lack of consultation.

Mr Waugh met Mr Bryant and officials in the Department for Science, Innovation and Technology (DSIT) last week to raise residents’ anger over the way they’ve been treated by the company across Rochdale, Littleborough and Milnrow.

After Mr Waugh raised the issue in August, the minister held a roundtable meeting last month with broadband firms and regulator Ofcom over the gaps in the current law that allowed companies like IX Wireless to erect poles and wires without full planning permission.

In a letter to Mr Waugh after their meeting, Mr Bryant said that he was prepared to take action

“To be clear, I hope that the industry can find a way to address public concerns around engagement and siting, without the need for Government to intervene,” he said.

“However, I will not rule out changing the current regulations, should it become apparent that industry cannot meet the challenge.”

Mr Waugh said: “After months of this company ignoring local concerns or, worse, simply suggesting expensive legal action was the only remedy, I’m pleased I’ve been able to give residents a strong voice on this issue.

“Broadband plays such an increasingly vital role in many people’s lives and it should be made as accessible and affordable. But improved accessibility should not mean a free-for-all that ignores residents’ wishes.”

It is understood that Ofcom has had “robust” conversations with IX Wireless over the issue. Government officials met the company last week and the minister is set to meet them in person this month to relay MPs’ concerns.

Rochdale council has put an enforcement order on a broadband mast erected by IX Wireless in Heywood which is currently subject to appeal with the Planning Inspectorate.

How the town hall bosses approach other cases in the future will depend on what the Planning Inspectorate decides on the Heywood case.

Mr Waugh said he was not alone in Parliament in complaining about IX Wireless and many other Labour MPs across the North West have joined forces to demand change in the firm’s conduct.

The Rochdale MP will meet Mr Bryant again later this month for an update.