Plusnet has announced it has switched to all-inclusive pricing, with line rental and broadband costs being presented in a single figure.
The Advertising Standards Authority (ASA) has introduced new pricing guidelines today (October 31st), as it believes that listing line rental and broadband costs separately confuses customers.
Indeed, a joint study with Ofcom published earlier this year found that just 23 per cent of respondents were able to correctly identify the total monthly cost after the initial viewing of an advert.
Meanwhile, 22 per cent were still unable to work out the total monthly cost even after viewing an ad for a second time.
Under the ASA's new rules, suppliers must show upfront and monthly costs with no separation of line rental prices, as well as give greater prominence to the contract length and any post-discount pricing.
Providers must also ensure upfront costs such as delivery, activation and installation fees are sufficiently prominent.