‘Misleading’ broadband adverts hide true cost of dealsComments Off on ‘Misleading’ broadband adverts hide true cost of deals
Adverts for broadband deals hide the true cost of contracts and make it too difficult for consumers to understand which offer the best value, according to Citizens Advice.
The charity said that more than half of Britons would be unable to pick the most attractive deal because of misleading adverts.
Consumers could miss out on nearly £200 over the length of their contract because of the confusion.
Some 75% of UK consumers find the information in most adverts for broadband providers too complicated to compare deals easily, according to the research.
This summer Citizens Advice found people paying as much as £20 higher for their broadband package than advertised in an analysis of adverts from six broadband providers.
According to Gillian Guy chief executive of Citizens Advice, “attractive headlines” prevent consumers for making an informed decision about what internet package is best for them.
“A broadband market that works for consumers should be competing on the overall cost of the available deals rather than on how difficult they can make it for people to work this out,” she said.
“Broadband providers need to make the costs of a contract clear in their advertising and the Advertising Standards Authority should also review the code of practice to make sure it works well for consumers.”
In November, the Government pledged to investigate whether internet service providers of home broadband are using teaser rates in adverts to hide the overall cost of contracts.