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New rules designed to make broadband pricing more transparent might still not prevent customers feeling misled, an expert has warned.

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.

However, Dave Millett of independent telecoms brokerage Equinox believes that while this is "progress to a degree", certain issues still need to be addressed.

For instance, he pointed out that suppliers can still quote broadband speeds that are available to just ten per cent of their customers in their advertisements.

"A lot of people think they will get superfast speeds with fibre broadband, but this is not always the case," he commented.

"If your property is still some way from the cabinet, it won't help.

"We have seen people getting less than 4Mbps downstream on fibre broadband advertised as up to 80Mbps. This is very misleading and the ASA still needs to address this."

Mr Millett added that the new rules on all-inclusive pricing also create a problem for those who want to buy broadband and phone lines from different suppliers.

The ASA's new rules, which came into force on October 31st, mean 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.

Guy Parker, Chief Executive of the ASA, believes the effect of the new rules will be a "real positive difference in how consumers understand and engage with ads for broadband services".

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