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All-inclusive broadband pricing on its way

Advertising Standards Authority (ASA) to crackdown on misleading pricing claims in broadband adverts

By on January 22, 2016 at 00:00 AM
All-inclusive broadband pricing on its way

From 30th May 2016 the ASA will be tackling complicated advert pricing by ruling that they break the UK adverting code.

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 advertising."

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.

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