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From today (Thursday October 4th), all broadband advertising must clearly display line rental charges along with the headline deal price.

The Advertising Standards Authority ruled earlier this year that ads have the potential to mislead customers where line rental costs are only revealed in the small print.

Indeed, the regulator banned a Virgin Media advert for failing to clearly display the actual cost of taking out a broadband deal.

The ASA said that because line rental is a non-optional, conditional service, it needs to be included in the overall price of any package.

Changes to the rules regarding broadband deal advertising are now being officially enforced, which should increase transparency for UK consumers.

All households seeking home broadband services are required to pay line rental, although not always to their service provider.

For instance, a consumer may choose to pay for broadband with one provider, but line rental to the network operator - which in many cases will be BT.

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