Broadband advert rule changes come into effect

Broadband advert rule changes come into effect

New rules forcing broadband firms to be clearer in adverts on the costs of their contracts have come into effect.

Broadband suppliers will now have to show upfront and monthly costs, without separating out line rental prices, according to the changes brought in by the Advertising Standards Authority.

The rules were originally due to be implemented in May, but firms asked for more time to comply with the changes.

The ASA said customers were now less likely to be misled by adverts.

"The effect should be a real positive difference in how consumers understand and engage with ads for broadband services," said ASA chief executive Guy Parker.


The move comes after research by the ASA, conducted with regulator Ofcom last year, found that most users could not correctly calculate bills based on the information given in a selection of broadband ads.

People were "likely to be confused and misled" by price claims in the adverts, the ASA found.

Broadband advert rule changes come into effect

To comply with the new rules, broadband providers will now have to:

Digital and culture minister Culture Matt Hancock welcomed the ASA's move.

"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," he added.



Add Comment

all comments

  Other news

more
North Korea says missile test shows all US within range

North Korea says missile test shows all US within range..

28-Jul, 21:50

North Korea has hailed as a success its latest test of an...

Venezuela at breaking point as controversial poll nears

Venezuela at breaking point as controversial poll nears..

28-Jul, 19:41

Venezuela's opposition is calling it "Zero Hour". Analysts refer to a...

Recycling burnt in Birmingham 'waste disaster'

Recycling burnt in Birmingham 'waste disaster'..

28-Jul, 11:40

The dispute is over restructuring plans which trade union Unite says are...

Man jailed for manslaughter over ex-girlfriend's suicide

Man jailed for manslaughter over ex-girlfriend's suicide..

28-Jul, 16:02

A man has been jailed for 10 years for the manslaughter of his...

GOP's health care rollback collides with the opioid epidemic

GOP's health care rollback collides with the opioid epidemic..

20-Jun, 14:30

The Republican campaign to roll back former President Barack Obama's...

The Latest: Orly attacker used revolver to detain soldier

The Latest: Orly attacker used revolver to detain soldier..

18-Mar, 16:08

The Latest on incident at Orly Airport in Paris where a man was shot to...

United reaches 'amicable' settlement with doctor dragged off flight

United reaches 'amicable' settlement with doctor dragged off flight..

27-Apr, 16:48

Dr. David Dao, the passenger who was recorded being dragged off a United...

NASA satellite shows powerful cyclone passing over Australia

NASA satellite shows powerful cyclone passing over Australia..

30-Mar, 14:58

A NASA-NOAA satellite captured footage of Cyclone Debbie as it passed...