Broadband pricing - are you compliant?

The Compliance team has launched a sector-compliance project on broadband pricing in business-to-business ads. 

We are communicating an ASA ruling that requires marketers to ensure that when targeting businesses with ads for broadband packages, they make clear the overall monthly cost of their broadband packages. This can be achieved by merging the monthly cost and line rental into one all-inclusive price.

Advertisers should make clear all up-front costs that would be paid by most customers by presenting them together with the total monthly cost.

We’re taking this action to make sure that ads of this type don’t mislead traders. We also aim to ensure a level playing field for those operating within the sector. 

Advertisers are expected to take action to ensure their online banner ads, websites and other ads stick to the rules. Advertisers have until 15 May 2018 to amend their advertising, after which point the CAP Compliance team will take enforcement action against non-compliant advertisers.  

If you are unsure about the requirements, please contact the CAP Compliance team at sectorcompliance@cap.org.uk. Or, if you want more general help on sticking to the rules, please speak to the CAP Copy Advice team.


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