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.

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Latest rulings

Hyperoptic Ltd
- Upheld
- Circular
- 18 October 2017
A circular, advertising broadband services, received in February 2017, stated in small print on the top-left of the front page "Sent by Hyperoptic Ltd. If undelivered, please return to [their address]". The circular was addressed to "The Resident" and terms and conditions of the offer were listed...
The People's Operator (UK) LLP t/a TPO Mobile
- Not Upheld
- Internet (OM 3rd party)
- 11 October 2017
A website for The Tab, www.thetab.com, a student journalism website featured an advertorial for TPO Mobile, a mobile phone network provider, seen on 14 March 2017. The article contained information about TPO Mobile’s and its social responsibility initiatives. Text stated “… which gives 10 percent of your monthly bil...
Lycamobile UK Ltd
- Upheld
- Internet (on own site)
- 20 September 2017
A website for Lycamobile UK Ltd, www.lycamobile.co.uk, seen on 15 May 2017, advertised a phone contract. Text stated "UK ULTRA PLAN - 15GB - UNLIMITED UK MINS & TEXTS". The text "£25 / 30 DAYS" appeared alongside, with "£25" crossed through. Larger text underneath stated "£12 w...
Samsung Electronics (UK) Ltd
- Upheld
- Internet (on own site)
- 06 September 2017
An offers page on www.samsung.com, seen on 2 March 2017, contained a cashback promotion. The page stated “Love your kitchen. Love Samsung. Up to £300 cashback”. Smaller text stated “Valid from Feb 01.2017 to Apr 04.2017”. Below the text, an icon stated “SEE DETAILS”.

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.

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Latest rulings

Hyperoptic Ltd

The People's Operator (UK) LLP t/a TPO Mobile

Lycamobile UK Ltd

Samsung Electronics (UK) Ltd

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