Hyperoptic has announced that it is introduce all-inclusive pricing for customers.
The move means that people will be given a single price, rather than separate figures for broadband and line rental costs, ISPreview.co.uk reports.
Hyperoptic has confirmed it will follow the all-inclusive pricing guidelines set by the Advertising Standards Authority (ASA), which come into place on October 31st.
Research by the ASA and Ofcom has found that people 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."