Many broadband customers are feeling ripped off by their supplier, Edinburgh-based telecoms firm TenTel has warned.
According to Robert McKechnie, Managing Director of the firm, consumers often struggle to understand exactly what they are signing up for and how long their contract lasts.
Speaking to the Herald, he said this is leading to many people getting "trapped in long-term contracts" and paying for extras they do not want.
"This can be devastating for those on a tight budget and disproportionately hits groups who need short-term contracts such as students and rental tenants," Mr McKechnie commented.
"Consumers deserve better, clearer options and they should be able to trust that their broadband provider is not going to rip them off."
As a result, Mr McKechnie is pleased that the Advertising Standards Authority is putting pressure on broadband providers to change how they market services to members of the public.
"Anything that leads to greater transparency and competition among suppliers is good for customers," he insisted.
Mr McKechnie went on to stress that TenTel's pricing model represents a departure from what is offered by bigger players in the broadband sector.
Indeed, he said TenTel has offered an all-in pricing option with its Advance bundle "from day one", so customers can see precisely how much they are paying for before they commit to a contract.
Mr McKechnie also stated that it offers a "no contract" option for anyone who wants a greater degree of flexibility.
"We promise flexible, transparent telecoms options which focus on customers’ needs," he added.