ASA Confirms Tougher Rules for Broadband Price Claims in Advertisements

ASA Confirms Tougher Rules for Broadband Price Claims in Advertisements

The Advertising Standards Agency announced today that they will be introducing new rules on how broadband providers can advertise.

Earlier this year, ASA and Ofcom released the findings of joint research conducted in 2015 which tested consumers’ likely understanding of the presentation of pricing offers in current broadband ads including line rental.

This research revealed that 87% of participants could not correctly identify the total cost per month after their first viewing of the ad, with 22% still not able to identify correctly the total cost per month after a second viewing.

For broadband providers to ensure they stay within the rules, ASA recommend that future broadband ads which include price claims 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

The new approach will come into force on 31 October 2016 and with TalkTalk already confirming that they are moving to scrap separate line rental charges it seems as though industry move quickly to adopt these changes.

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