Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.

CAP has produced several AdviceOnline entries with a view to providing a useful reference point for the broadband and telecoms sector. Our Broadband and Telecoms: AdviceOnline series aim to provide the industry with an awareness of the key issues the ASA come across most often in ads for this sector.

Pricing and charges

Broadband and Telecoms: Pricing and Charges contains key information setting out how to make pricing claims, and the common pitfalls to avoid.

It begins with a consideration of the key themes to consider when making pricing claims, with reference to the Advertising Guidance on price claims in telecommunications. It then considers how to set out information related to compulsory charges.

Finally, it considers ‘free’ claims and mid contract price increases.

Speed claims

Broadband and Telecoms: Speed Claims contains information to consider when making numerical speed claims (both how to present such claims and how to substantiate them).

It then considers speed claims specific to a particular location, before finally looking at non numerical speed claims, with the use of phrases such as ‘superfast’.


Broadband and Telecoms: Comparisons contains key information on how consumers will interpret comparative claims, the substantiation requirements related to such claims, and the requirements for those comparisons with identifiable competitors.

The final section focuses specifically on comparisons with competitors on internet speed claims.

Unlimited claims

Broadband and Telecoms: ‘Unlimited’ claims considers when 'unlimited’ claims can be used by advertisers, and covers the main types of issues (i.e. data) that such claims are used for.


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