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
Exclusive! Ozzy and Sharon Osbourne open up about renewing their wedding vows

Exclusive! Ozzy and Sharon Osbourne open up about renewing their wedding vows..

28-May, 13:08

Ozzy and Sharon Osbourne have exclusively shared pictures of their...

Manchester police raid house, arrest suspect in connection with suicide bomber

Manchester police raid house, arrest suspect in connection with suicide bomber..

28-May, 11:40

As the Manchester Arena bombing investigation unfolds, police raid a...

British Airways passengers face third day of disruption after weekend of flight chaos

British Airways passengers face third day of disruption after weekend of flight chaos..

29-May, 09:32

The UK's largest airline British Airways (BA) says it is working to...

How Gorsuch’s confirmation could impact the Supreme Court

How Gorsuch’s confirmation could impact the Supreme Court..

17-Apr, 04:56

Monday marks the first day that newly confirmed Supreme Court Justice...

Hometown Report Episode 6209

Hometown Report Episode 6209..

01-Feb, 09:24

The following Hometown Report Episode 6209 English Sub has been released....

Prince Harry takes on mother's cause to rid world of landmines

Prince Harry takes on mother's cause to rid world of landmines..

05-Apr, 10:00

Prince Harry paid tribute to his late mother, Diana Princess of Wales, in...

Pope on Palm Sunday decries war suffering

Pope on Palm Sunday decries war suffering..

09-Apr, 06:09

Pope Francis has blessed palm fronds and olive branches in St. Peter's...