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.


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

For a summary of the key points please see Compulsory charges: Telecommunications, which gives guidance on compulsory charges such as line rental and installation fees.

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

Internet speed claims

The Advertising Guidance 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 guidance 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 ASA rulings.

Updated 07/07/2021

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