I see a broadband deal advertised as FREE, I won’t pay it will I?
You’ll almost certainly be paying for it.
If you use an ADSL or fibre-optic broadband service, you’ll almost certainly be paying line rental charges.
In an age old marketing ploy, providers have excluded it from their headline prices, often only mentioning it in small print. Lured by “free” broadband, customers would then find it was anything but.
However, from October 2016 broadband providers will have to include the price of line rental in their headline costs.
The move by the Advertising Standards Authority come after it published a joint survey with Ofcom in January. The survey showed just how much trouble consumers had working out the cost of broadband from the supplier’s adverts.
Only 23 % of those who did the survey could say what the cost of broadband was after watching once. After two viewings, 22%were still not able to identify the correct cost.
Over 80% of those who took part were unable to calculate correctly the total cost of a broadband contract when asked to do so. No wonder things needed to change!
At comparethemarket.com we’ve always been aware of this practice which is why as well as showing the monthly cost we also include an all-in 12 month total cost. This includes line rental, as well as other ‘extras’ such as activation fees and other equipment charges.