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 light of consumer research findings the ASA has announced that the current, most commonly used approach to presenting pricing claims in fixed broadband ads is likely to mislead consumers. As a result, it is raising this issue with fixed broadband providers to bring about change, by 30 May 2016, to the way fixed broadband pricing is advertised. This Advice Online will be updated in in due course.

If you have any queries please contact Copy Advice.

The Help Note on Price claims in telecommunications marketing (non-broadcast) gives guidance on general price claims and comparisons.

For a summary of the Help Note's key points please see Telecommunications: Pricing.

Compulsory charges: Telecommunications gives guidance on compulsory charges such as line rental and installation fees.

See Telecommunications: Free for guidance on the use of the term “free”.

Internet speed claims

In light of the ASA’s consumer research findings and public consultation, CAP announced, on 23 November 2017, that the current, most commonly used approach to presenting speed claims in broadband ads is likely to mislead consumers. As a result, it is has published new guidance on the advertising of numerical speed claims for residential broadband services, which will take effect from 23 May 2018. Until then, the current guidance will apply, and this Advice Online will be updated when the new guidance comes into force.

The Help Note on the Use of speed claims in broadband advertising outlines CAP’s position on internet speed claims.

For general guidance in this area see Internet Speed: General.

Internet Speed: Location specific claims gives guidance on online availability checkers for specific postcodes.

Internet Speed: Superfast and 4G claims explains using these kinds of terms in more depth.

Internet Speed: Download and upload outlines the appropriate way to differentiate between download and upload speeds.

Unlimited claims

The Help Note on Unlimited claims in telecommunications advertising (non-broadcast and broadcast) outlines CAP’s position on unlimited internet claims.

Please see Internet: "Unlimited" for detailed guidance based on adjudications.

Updated 22 November 2017

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