The Advertising Standards Authority delayed the introduction of new rules designed to make broadband pricing more transparent.
It’s also announced a new approach to fixed broadband pricing in ads to avoid customer confusion.
From 31 October 2016, broadband providers should:
- Show all-inclusive up-front and monthly costs; no more separating out line rental
- Give greater prominence for the contract length and any post-discount pricing
- Give greater prominence for up-front costs
“This new tougher approach has been developed to make sure consumers are not misled and get the information they need to make well-informed choices. We’ll support the broadband industry as they move towards changing their approach in time for the October 31 deadline,” said Guy Parker, ASA Chief Executive.
TalkTalk has become the first operator to react to the statement, ending separate line rental charges.
“Tristia Harrison, TalkTalk’s Consumer Managing Director, said: “As long as line rental and broadband are priced separately, the temptation to advertise deals in this way will always be there. But it’s time for providers be honest about this – it’s a bad habit we have all been guilty of, it doesn’t serve customers well and it’s time it stopped.”
TalkTalk’s single monthly price will be available to anyone taking a new package and existing customers who are re-contracting. TalkTalk homes will continue to receive itemised bills.
The UK’s fiercely competitive broadband market has focused on headline speeds and eyecatching offers that last for just a few months. Phone services are often a requirement, but attract an additional fee.
