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TalkTalk is to scrap separate line rental charges and offer broadband users a combined monthly price instead.

The company is concerned that broadband deals can sometimes appear "misleadingly cheap", as providers often use attention-grabbing broadband prices and list more costly landline charges less prominently.

TalkTalk is therefore keen to lead the way and end the practice of separate pricing, in an effort to make broadband pricing simpler and more transparent.

It is the first time a major broadband provider in the UK has adopted this approach and opted to offer a single monthly cost. This will come into effect in autumn and be known as all-in pricing.

Tristia Harrison, Consumer Managing Director at TalkTalk, commented: "We want to make things simpler and fairer for customers. 

"People deserve to know they are getting value for money and, as the value for money provider, TalkTalk is going to fight hard to ensure customers get the transparency they deserve."

However, Ms Harrison stressed that TalkTalk cannot accomplish this alone and has called on other providers to follow its lead.

This, she stated, is the only way to ensure households are not at risk of being misled by "seemingly good deals that all too often mask extra charges".

Ms Harrison warned that for as long as broadband and line rental are priced separately, the temptation to advertise deals in this way will always remain.

"But it’s time for providers be honest about this - it's a bad habit we have all been guilty of, it doesn’t serve customers well and it’s time it stopped," she insisted.

Single monthly prices will be available both to existing customers who are re-contracting and to people who are purchasing a new package. 

Bills will continue to be itemised in order to provide the greatest clarity to customers and allow them to track their spending and usage.

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