Confusing broadband adverts banned

Have you ever felt bamboozled by broadband adverts and offers? You’re not alone. Research carried out earlier this year by Ofcom and the Advertising Standards Authority (ASA) found that 81 per cent of customers couldn’t work out the true monthly cost of a broadband contract as advertised by internet service providers (ISPS).

As a result, the ASA introduced new rules on 31 October forcing ISPS to be clearer about the total cost of a broadband package. For example, companies must now include line-rental charges in the monthly fee. Previously, they would bury this in the small print, allowing them to show a lower price as an eyecatching headline. ISPS must also give “greater prominence” to any upfront costs such as delivery and installation fees, and what the monthly charge will be once the initial discount period has ended. The charges are clear to see online. In our screenshot Sky states that the overall price includes line rental, and that there will be a “set-up fee” of £48.95.

The ASA’S chief executive Guy Parker hopes the changes will have “a real positive difference in how consumers understand and engage with ads”. If you spot an advert that breaks the rules, report it to the ASA at www.snipca.com/22478. Currently the rules apply to major ISPS only, such as BT, Sky, Talktalk and Virgin Media, although smaller companies say they are also changing their adverts.