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relish broadband set up launch

Relish has insisted more needs to be done to make broadband advertising more transparent.

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.

While the move has been welcomed by Relish, the organisation has said more still has to be done to ensure consumers get a better deal.

Bridget Lorimer, Head of Brand and Consumer Marketing, told the Daily Express: "We’re hoping this is just the first step to make broadband advertising more transparent and ensure the pricing breakdowns are simpler and clearer, much like Ofgem has done with gas and electricity in recent times.”

Ms Lorimer went on to state that the tougher sanctions outlined by the ASA this week have been needed for a long time.

Indeed, she said it is "completely unacceptable" that broadband providers have been able to "mislead consumers with confusing pricing structures up until now".

"It’s pleasing to see that the Advertising Standards Authority is taking radical steps to regulate how broadband is advertised," Ms Lorimer said.

She added that as consumers becoming increasingly reliant on broadband to run their households and person lives, they need clarity on how much a broadband package actually costs and "what any deal actually means".

According to research carried out by the ASA and Ofcom published in May this year, just 23 per cent of respondents were able to correctly identify the total monthly cost of a broadband package 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.

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