New broadband rules mean free deals will disappear…but it might save you money
From today, broadband suppliers must include compulsory line rental in their advertised prices
NEW rules for broadband suppliers come into force today which mean they have to make their prices clearer to customers.
In the past suppliers didn’t have to include the cost of line rental in their advertised prices, even if it was compulsory.
Initially it might seem like their prices have gone up as many suppliers will now have to include these costs.
The new rules from the Advertising Standards Authority (ASA) mean that suppliers will no longer be able to offer “free” broadband deals, as they will have to include any extra prices - such as line rental - in their adverts.
How will these new rules save you money?
The idea is that you will now be able to compare prices more accurately.
ASA chief executive Guy Parker said: "Broadband is a service we all take for granted. That's why some people can get frustrated when they sign-up to a package after seeing an ad, only to find their bills are higher than expected.
"Our research found people are likely to be confused and misled by the fixed broadband price claims in ads they see and we've responded by tightening our approach.
"From today, we expect to see a change in how broadband providers advertise their prices. The effect should be a real positive difference in how consumers understand and engage with ads for broadband services."
Why did the rules change?
For many years broadband has been one of the harder things to understand, its adverts often confused or misled customers.
A joint Ofcom and ASA study found that 81 per cent of viewers were unable to correctly work out the total cost of a broadband contract, while just over a third (34 per cent) recalled information about the price but only partial information or an incorrect figure for the broadband service or line rental costs.
How to find the cheapest broadband deal
TOO many people stick with their broadband provider and end up paying £100s extra each year.
As long as you’re outside the minimum term of your contract - usually 12 months - then you can switch without having to pay a penalty fee.
Use a comparison website like uSwitch.com, Confused.com or MoneySuperMarket.com to compare prices.
Switching should take no more than 10 working days - although you sometimes have to give your current provider 30 days notice.
Some 22 per cent were still unable to relay the total monthly cost after the second viewing, suggesting around 4.3 million UK households are potentially unable to work out what they would be paying.
Almost two thirds (64 per cent) of those who could not correctly work out the total monthly cost, despite a second viewing, they thought the broadband price was the total charge and line rental costs did not apply.
The ASA also wants suppliers to make sure ads give greater prominence to things like the length of contracts, prices after any initial discount has ended and up-front costs like installation or activation fees.
We pay for your stories! Do you have a story for The Sun Online news team? Email us at tips@the-sun.co.uk or call 0207 782 4368