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Advertising ASA General News

Tighter broadband advertising rules come into force

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By John Glenday | Reporter

October 31, 2016 | 2 min read

Britain’s broadband market is braced for a shake-up following the introduction of tighter advertising restrictions which will force providers to be clearer on the full costs of complicated contracts - following widespread criticism of past practices.

Until now suppliers have been to free separate out the cost of a monthly line rental from their costs but must now package all costs within a single all-inclusive monthly bill in accordance with demands from the Advertising Standards Authority.

Welcoming the change ASA chief executive Guy Parker said: “The effect should be a real positive difference in how consumers understand and engage with ads for broadband services.”

It is hoped that the changes will allow customers to more easily compare offers by eliminating confusing and misleading practices, creating a more transparent marketplace, although some campaigners have been critical of a decision to continue to allow providers to advertise headline broadband speeds – even when only 10% of customers would be able to receive it.

Broadband providers in the UK affected by the change include Virgin Media, EE, BT, TalkTalk, Sky, Plusnet and Three.

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