Misleading broadband ads are ‘hiding the true cost of contracts’

Citizens Advice found more than 56% of consumers are unable to identify the cheapest deal when comparing broadband offers.

Ofcom said that overall they expect a ninefold increase in compensation levels (Rex)

Broadband adverts are hiding the true cost of contracts by making it too difficult for consumers to figure out which broadband deal is the cheapest, a charity has warned.

Over half of the population would be unable to pick the most attractive deal because of misleading adverts, according to consumer service and national charity Citizens Advice.

Potential consumers could lose up to nearly £200 over the length of their contract because of the confusion.

Some 75 per cent of UK consumers find the information in most adverts for broadband providers too complicated to compare deals easily, according to the research.

This summer, Citizens Advice found people paying as much as £20 higher for their broadband package than advertised in an analysis of adverts from six broadband providers.

According to Gillian Guy chief executive of Citizens Advice, ‘attractive headlines’ prevent consumers for making an informed decision about what internet package is best for them.

“A broadband market that works for consumers should be competing on the overall cost of the available deals rather than on how difficult they can make it for people to work this out.

“Broadband providers need to make the costs of a contract clear in their advertising and the Advertising Standards Authority should also review the code of practice to make sure it works well for consumers,” Gillian Guy said.

In November, the Government pledged to investigate whether internet service providers of home broadband are using teaser rates in adverts to hide the overall cost of contracts.