Broadband ads to become clearer after rules change

Broadband ads are to become clearer from the end of May under tighter rules aimed at stopping companies 'confusing and misleading' customers about the true cost of deals.
By The Newsroom
Published 20th Jan 2016, 18:57 BST
Updated 20th Jan 2016, 18:59 BST
Four fifths are unable to work the total cost of their broadband contractFour fifths are unable to work the total cost of their broadband contract
Four fifths are unable to work the total cost of their broadband contract

The Advertising Standards Authority (ASA) said the typical ad separating out the broadband price from the cost of line rental, instead of giving an up-front total monthly charge, is likely to break the rules from May 30.

The move follows joint research by the ASA and Ofcom that found ads currently screening for fixed broadband are likely to confuse and mislead customers.

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The study found that 81% of viewers were unable to correctly work out the total cost of a broadband contract, while just over a third (34%) recalled information about the price but only partial information or an incorrect figure for the broadband service or line rental costs.

Some 22% were still unable to relay the total monthly cost after the second viewing, suggesting around 4.3 million UK households are potentially unable to work out what they would be paying.

Almost two thirds (64%) of those who could not correctly work out the total monthly cost, despite a second viewing, thought the broadband price was the total charge and line rental costs did not apply.

Related topics:Ofcom