Computers, phones and telecoms

Helpful information on the advertising rules for ads that reference, or include products/services relating to computers, phones and telecoms.

There are plenty of options for consumers when it comes to telecom services. In general, any ads that feature digital services or products, including computers, printers, phones or sat-nav’s, must not mislead consumers and advertisers should always hold evidence to back up any claims made about the performance of the product. All descriptions of the product should also be accurate e.g. size and dimensions.

Naturally advertisers will want to showcase why their telecoms package is the best; whether that’s because it is the cheapest on the market, or the fastest. As an example, broadband providers are often prolific advertisers who promote a variety of different packages for their broadband, line rental or TV channels. We have conducted extensive customer research to understand how consumers view these deals and whether they understand what the product will provide based on the ad. This research has influenced the advertising rules we enforce.

It’s important that advertisers show an all-inclusive monthly cost in their ads and don’t separate out the price of certain compulsory services, such as line rental when consumers sign-up for a broadband package. They also must give prominence to the contract length, any post-discount pricing, and any up-front costs such as delivery fees, installation fees etc. Up-front costs should also be combined in to one all-inclusive fee.

“Unlimited” claims are only permitted if the user incurs no additional charge or suspension of service as a consequence of exceeding any usage threshold. Any limitations imposed by the telecoms provider must be moderate and clearly explained in the ad.

Any speed claims should be based on the actual experience of users and advertisers need to be able to demonstrate on request that the speeds they advertise can be achieved by at least 10% of their customers. Any factors that are likely to cause customers to receive speeds significantly below those claimed in the ad, should be prominent and clearly stated.

+ Read more - Show less

Latest rulings

Sure (Guernsey) Ltd t/a Sure
- Upheld
- Internet (on own site)
- 01 May 2019
A Facebook sponsored post and a website for Sure mobile network, seen in November 2018 and March 2019: a. The Facebook sponsored post featured text which stated "Join Sure and get 6 months half price on Jersey's fastest mobile network". Further text stated "Go Sure. Go better. on [sic] the Island&...
Tefincom SA t/a NordVPN
- Upheld
- Television
- 01 May 2019
A TV ad for NordVPN seen on 9 January 2019. The ad began with a man walking down a train cubicle. Text on screen appeared that stated “Name: John Smith”. A man’s voice then said, “Look it’s me, giving out my credit card details.” The ad then showed the man handing his credit card to ...
Vodafone Ltd
- Upheld
- Internet (on own site)
- 17 April 2019
A website for Vodafone, www.vodafone.co.uk, seen on 15 November 2018, featured a page that detailed their “Vodafone Gigafast” broadband service. Text stated, "Blast off at an average of 900Mbps …". Further text stated, “Enjoy lightning-fast internet speeds with Vodafone Gigafast Broad...
The Carphone Warehouse Ltd t/a Mobiles.co.uk
- Upheld
- Internet (sales promotion)
- 20 March 2019
A website for mobile phones, www.mobiles.co.uk, seen in November 2018, featured text which stated "APPLE iPhone XR £36.00 P/M OH MY ... Free Handset 100GB Data Cyber Monday".

View all rulings

Computers, phones and telecoms

Helpful information on the advertising rules for ads that reference, or include products/services relating to computers, phones and telecoms.

Latest news

ASA wins judicial review on broadband fibre

Feeling the need for (broadband) speed?

New standard on broadband speed claims in ads comes into force today

Chairman's speech at first ASA Scottish Parliament reception

Major change to broadband speed claims in ads

ASA Concludes review of "fibre" broadband

Latest rulings

Sure (Guernsey) Ltd t/a Sure

Tefincom SA t/a NordVPN

Vodafone Ltd

The Carphone Warehouse Ltd t/a Mobiles.co.uk

Help getting it right

Popular advice

Broadband speed claims guidance (applies from 23 May 2018)

Internet Speed: General

GDPR: Consultation on the collection and use of data

Relevant codes