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

Official iPhone Unlock Ltd
- Upheld
- Internet (on own site)
- 21 June 2017
A website for a mobile phone unlocking service, www.officialiphoneunlock.co.uk, seen on 19 January 2017, featured a number of testimonials on a page headed "Customer Reviews of Official iPhone Unlock", which stated “We don’t write our own reviews, instead we let our customers do the talking. Our services a...
British Telecommunications plc t/a BT
- Upheld in part
- Internet (on own site), Television, Radio
- 14 June 2017
Four ads for the BT Smart Hub, seen in July and August 2016:
a. A TV ad featured Ryan Reynolds, who stated “Introducing the new BT Smart Hub. With the UK’s most powerful wi-fi signal, it can reach some serious distance”. On-screen text at the beginning of the ad stated “UK’s most powerful Wi-Fi signal versus m...
DSG Retail Ltd t/a Currys
- Upheld
- Internet (on own site)
- 14 June 2017
The website www.currys.co.uk, seen on 16 December, included a product listing for a laptop. The ad featured the claim "£949.99" with "Save £200" below. Smaller grey text below stated “Was £1,149.99 (from 25/10/16 to 14/11/16)”.
Buy It Direct Ltd t/a Laptops Direct
- Upheld
- Internet (sales promotion)
- 07 June 2017
A website for Laptops Direct, www.laptopsdirect.co.uk, seen on 20 December 2016, for the HP 280 G2 desktop computer which featured a crossed-out “was” price of £417.97, and which stated “You save £28.00 Now £389.97”.

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

CAP to consult on tougher standards for advertising broadband speed claims

ASA to review advertising of 'fibre' broadband services

ASA calls for a change in the advertising of broadband speed claims

New approach to broadband pricing claims

Latest rulings

Official iPhone Unlock Ltd

British Telecommunications plc t/a BT

DSG Retail Ltd t/a Currys

Buy It Direct Ltd t/a Laptops Direct

Help getting it right

Popular advice

Consultation on speed claims in broadband advertising

Internet Speed: Download and upload

Internet Speed: General

Relevant codes