The Internet Services Providers’ Association (ISPA) has welcomed the implementation of new rules on broadband advertising.
The Advertising Standards Authority (ASA) this week introduced rules stating that broadband providers must offer all-inclusive pricing, with line rental and broadband costs being shown as a single figure.
The watchdog hopes this will prevent people feeling misled by advertising claims and paying more than they expected for an internet connection.
Responding to the move, the ISPA said it "supports measures that make the advertising of broadband services easier for consumers to understand, including making clear the total cost of a broadband package".
"Broadband is a highly competitive market, with low prices and speeds significantly rising every year," the organisation said.
"Our members are continually innovating in their products, offering consumers a wide choice of services, including those that do not require line rental."
Under the new rules, suppliers must show upfront and monthly costs with no separation of line rental prices.
Providers must also give greater prominence to the contract length and any post-discount pricing, as well as upfront costs such as delivery, activation and installation fees.