This report sets out the findings of qualitative and quantitative research conducted by Futuresight on behalf of the ASA and Ofcom.

The purpose of the study was to review whether fixed broadband decision-makers (current owners of fixed broadband in their home and the primary or joint decision-maker for fixed broadband) could identify and calculate the following:

  • The total cost per month for fixed broadband – which was typically the broadband service itself and the monthly line rental  
  • Any other pricing information relevant to the deal advertised – for example, the cost of the broadband service after any discounted introductory period, any one-off installation, activation or hub delivery charges and the length of the contract. 
The research included a communication test and in-depth assessment of responses to a sample of broadband adverts. 

This report sets out in more detail the approach taken for the research and the findings.

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