New broadband advert rules are now live

Broadband suppliers will now have to present clearer adverts on the costs of their contracts.

Under new rules being put in place by the Advertising Standards Authority (ASA), broadband suppliers will now have to show upfront and monthly costs, without separating out line rental prices.

In an attempt to limit customers being misled by adverts, the changes were the result of joint research by the ASA and Ofcom which discovered that most customers could not correctly calculate their bills based on the information given in a selection of broadband adverts.

The new rules will ensure that broadband providers: show all-inclusive, upfront and monthly costs, with no separating out of line rental prices; give greater prominence to the contract length and any post-discount pricing; and give greater prominence to upfront costs.

Guy Parker, chief executive of the ASA, said: “Broadband is a service we all take for granted. That’s why some people can get frustrated when they sign-up to a package after seeing an ad, only to find their bills are higher than expected.

“Our research found people are likely to be confused and misled by the fixed broadband price claims in ads they see and we’ve responded by tightening our approach. From today, we expect to see a change in how broadband providers advertise their prices. The effect should be a real positive difference in how consumers understand and engage with ads for broadband services.”

Matt Hancock, Digital and Culture Minister, added: “Making broadband providers show all-inclusive, upfront prices in their advertisements means consumers will be much better placed to make an informed choice when deciding on a service.”