Additional Information


Content

Ed Vaizey consults Talk Talk boss Dido Harding about clearing up broadband marketing

Communications minister Ed Vaizey is seeking advice from Talk Talk chief executive Dido Harding about cleaning up the marketing of broadband packages.

Ed Vaizey

Ed Vaizey

Share this article

In a meeting in October, Harding explained separate line rental prices were "purely marketing" and a broadband package "costing £2 plus £10 line rental could just as easily be billed [as] £12 broadband". 

The Advertising Standards Authority (ASA) is researching consumer understanding around bundled pricing later in the year, but no final decision has yet been made on whether to proceed with the research.

In addition, the only role Harding could envisage for Ofcom in pushing industry towards single bundle products would be in "championing clarity".

There is clearly a demand for single bundle broadband products because the most searched term on the Talk Talk website is "broadband only".

Currently, the ASA requests advertisers ensure line rental costs are presented clearly alongside the most prominently stated bundle prices.

The requirement comes after a landmark ruling in 2012 saw it grant a three month grace period for the sector to bring marketing communications into line after a number of Virgin Media ads were banned.

Virgin Media ran a press ad, circular and TV ad that did not give due prominent to the fact there would be a £13.90 a month line rental charge in addition to the prices it was quoting for its broadband packages.

This article was first published on marketingmagazine.co.uk

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Latest jobs Jobs web feed

FROM THE BLOGS

The Wall blogs

Mouth to mouth External website

by Greg Taylor, 19/09/2014

 

Who’s marketing you? External website

by Rachel Brushfield, 19/09/2014

 

Back to top ^