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EE has moved to all-inclusive pricing as of today (October 26th), with line rental and broadband costs being presented in a single price.

The change is being implemented before new all-inclusive pricing guidelines set by the Advertising Standards Authority (ASA) come into place on October 31st.

EE believes this approach will "help provide consistency and clarity for all consumers across the UK".

The changes coincide with a slight increase in line rental charges, which go up from £17.50 to £18.50, while line rental saver prices will be £199 for 12 months or £299 for 18 months.

This means a standard broadband package offering speeds of up to 17Mbps will cost £19.50 a month for 18 months.

Standard broadband plus Anytime calls will cost £26 a month for 18 months, while a fibre broadband package with speeds of up to 38Mbps will cost £28.50 a month for 18 months.

Fibre Plus Broadband deals, which offer speeds of up to 76 Mbps, will be priced at £36.50 a month for 18 months.

According to research by the ASA and Ofcom, consumers often find it difficult to calculate the actual cost of a contract when different costs such as broadband and line rental charges are presented separately, as well as when certain figures are displayed more prominently than others.

Under the new guidelines, broadband ads which include price claims must show all-inclusive up-front and monthly costs, with no separating out line rental.

Ads must also give greater prominence to the contract length and post-discount pricing.

Guy Parker, Chief Executive of the ASA, commented: "This new tougher approach has been developed to make sure consumers are not misled and get the information they need to make well-informed choices."

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