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

iPhoneIMEI.net t/a iPhoneIMEI.net
- Upheld
- Internet (on own site)
- 07 February 2018
A web page for an iPhone unlocking service, seen on www.iphoneimei.net in September 2017, stated "Factory unlock Orange UK iPhone. Price from £19.99".
British Telecommunications plc
- Upheld
- Television
- 22 November 2017
A TV ad for BT, seen on 11 May 2017, advertised broadband packages. The voice-over stated, "The welcome discount on BT Unlimited Broadband has just got bigger. We'll now give you a discount of over 30%". Large text across the screen stated "BIGGER DISCOUNT" followed by "NOW OVER 30% DISCOUNT...
Express EPOS Ltd t/a XEPOS
- Upheld
- Internet (on own site)
- 22 November 2017
An ad for XEPOS electronic point of sale (EPOS) software, seen on www.xepos.co.uk in August 2017, listed the product’s key features. Under a tab labelled “CLOUD”, text stated “Store all your data to the cloud for safe and quick storage. With XEPOS, all your data is stored on our secure cloud servers so you can acces...
Official iPhone Unlock Ltd
- Upheld
- Internet (search engine)
- 22 November 2017
A website for Official iPhone Unlock, www.officialiphoneunlock.co.uk, seen in August 2017, included text on a web page, titled “iCloud Unlock”, stated “Find My iPhone includes a feature called Activation Lock that is designed to prevent anyone else from using an iPhone … if it’s ever lost or stolen … However, this a...

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

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

Broadband pricing - are you compliant?

Driven to distraction – In-car technology and the Ad Codes

Latest rulings

iPhoneIMEI.net t/a iPhoneIMEI.net

British Telecommunications plc

Express EPOS Ltd t/a XEPOS

Official iPhone Unlock Ltd

Help getting it right

Popular advice

Broadband speed claims guidance (applies from 23 May 2018)

Internet Speed: Download and upload

GDPR: Consultation on the collection and use of data

Relevant codes