The remit is to follow the existing copper infrastructure as closely as possible, when installing the new fibre cables.
Of course, there are grey area's whereby cost, traffic disruption etc .... will see an alternative solution be used, where possible.
This (for example) may be 2 x telegraph poles both fed via underground (UG) ducts on the existing copper cable. If one of those ducts has many blockages, or requires a full overlay (new duct) for its entire length, then an obvious option would be to see if the fibre cable could be strung overhead between the 2 x poles ?? This would take the cost down from thousands of pounds to almost nothing.
New policies are being put in place on a regular basis to aid OR with this. A quick example would be that the maximum span length between poles has always been 68mtrs, but because fibre is less weight OR can now put spans up (pole to pole) at 85mtrs in length, on the proviso it doesn't cross a carriageway.
As reformed has pointed out, if the spans are still to large, then an additional carrier pole can be stood to overcome this situation.