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.


In January 2016 the ASA published joint research with Ofcom that found that the telecoms industry’s approach to presenting pricing in fixed broadband ads was likely to confuse and mislead consumers about the cost of broadband services.

From 31 October 2016 the ASA will be enforcing a new approach that requires greater clarity in pricing. We recommend all advertisers ensure that they adhere to this approach, outlined below, by this date.

The ASA Council considers that a broadband price statement is unlikely to mislead if it follows these Key Principles:

• It presents all compulsory elements of the total financial commitment (up-front costs, ongoing costs and contract length) together, avoiding undue emphasis on any one element.

• It presents one inclusive price for compulsory up-front costs and an inclusive price for a consumer’s ongoing monthly cost (combining the line rental and broadband cost where line rental is offered by the provider).

• It makes clear if an introductory discounted price for one/some of the elements applies and, if so, for how long.

Last updated 07/07/2016


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