From 30th May 2016 the ASA will be tackling
complicated advert pricing by ruling that they break the UK
Alongside this they will introduce new guidelines which will
help steer providers on how best to market their broadband deals.
This includes using an all-inclusive price, as well as highlighting
additional set-up fees and contract length.
This comes after research conducted by the ASA with media
regulator Ofcom found that 81% of the people surveyed were confused
by how much the total cost of a broadband contract was.
"Ofcom wants to see clear and accurate broadband prices for
consumers," said Sharon White, chief executive of Ofcom. "Our
research shows many people are confused by complicated ads and
offers. We welcome the ASA's plans to simplify broadband
TalkTalk support these findings and are in fact already doing
this as part of a pilot project in York, but says "Until the whole
market moves to single prices, any company that advertises its
products like this will struggle to compete with what look like
better deals from other providers."
However, not all providers are happy with this news, and a lobby
group representing the broadband industry has suggested more
research is needed before any new rules are put in place.