Plusnet has urged UK consumers to steer clear of the "gimmicky" student broadband deals launched this week by two of its market rivals.
In a thinly-veiled criticism of Virgin Media and O2, the internet service provider (ISP) said it would not be launching any new packages to coincide with the start of the new university year.
Instead, Plusnet urged students to focus on the qualities of its existing, award-winning, fixed-line broadband services.
The ISP commented: "At Plusnet, we offer one of the cheapest standalone, award winning, broadband products in the market with flexible contract option available for everyone."
"This means students can get our great value up to 20Mb broadband for £6.49 a month – one-third of the price of Virgin's student deal - with a flexible contract which doesn't tie you in."
The firm added that Plusnet broadband deals also offer great customer service and unlimited downloads between midnight and 08:00.
"Plusnet charges the same low monthly price for broadband whether customers are on a 12 month contract or our pay-as-you-go monthly option," it stated.