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

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.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
The top 10 brands favoured by Remainers and Brexiters
Shares0
Share

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published