Feeds

Bulldog told to be more upfront about pricing

Line rental buried in small print

The smart choice: opportunity from uncertainty

Bulldog has been told to be more upfront about its charges for its unbundled broadband service after complaints that it buried price information in the smallprint.

A nationwide press ad last autumn dangled the tempting offer of "up to eight meg broadband only £9.75* a month fixed for as long as you are with us."

The asterisk was linked to small print which informed punters that a Bulldog home phone line costing £10.50 a month was also needed for the service.

BT and a member of the public complained to the Advertising Standards Authority (ASA) because the headline price of £9.75 didn't reflect the true costs of subscribing to Bulldog's service.

But the Cable & Wireless (C&W) owned outfit said the ad did make it clear that a phone line was required and that the vast majority of consumers were aware that broadband services required a phone line. It also argued that most rival broadband providers quoted broadband prices exclusive of the monthly phone line rental charge.

But Bulldog isn't like most broadband providers. As a local loop unbundling (LLU) operator it also charges for the phone as well. In its ruling the ASA said that since Bulldog's offer was bundled and "because new customers could not obtain the broadband service for £9.75 a month without also paying £10.50 a month for Bulldog's telephony service" then the ad "was misleading".

"We considered that the requirement to take a Bulldog phone line when taking the Bulldog broadband service was a significant condition that was not sufficiently prominent in the footnote," it said. As a result, Bulldog now has to make the cost of line rental and the true cost of its service more prominent in its ads.

A separate complaint about the availability of Bulldog's eight meg service - which is restricted to around a third of UK homes and businesses - was dismissed. ®

Mobile application security vulnerability report

More from The Register

next story
Yorkshire cops fail to grasp principle behind BT Fon Wi-Fi network
'Prevent people that are passing by to hook up to your network', pleads plod
Major problems beset UK ISP filth filters: But it's OK, nobody uses them
It's almost as though pr0n was actually rather popular
Microsoft unsheathes cheap Android-killer: Behold, the Lumia 530
Say it with us: I'm King of the Landfill-ill-ill-ill
All those new '5G standards'? Here's the science they rely on
Radio professor tells us how wireless will get faster in the real world
Apple orders huge MOUNTAIN of 80 MILLION 'Air' iPhone 6s
Bigger, harder trouser bulges foretold for fanbois
US freemium mobile network eyes up Europe
FreedomPop touts 'free' calls, texts and data
'Two-speed internet' storm turns FCC.gov into zero-speed website
Deadline for comments on net neutrality shake-up extended to Friday
Oh girl, you jus' didn't: Level 3 slaps Verizon in Netflix throttle blowup
Just hook us up to more 10Gbps ports, backbone biz yells in tit-for-tat spat
prev story

Whitepapers

Designing a Defense for Mobile Applications
Learn about the various considerations for defending mobile applications - from the application architecture itself to the myriad testing technologies.
How modern custom applications can spur business growth
Learn how to create, deploy and manage custom applications without consuming or expanding the need for scarce, expensive IT resources.
Reducing security risks from open source software
Follow a few strategies and your organization can gain the full benefits of open source and the cloud without compromising the security of your applications.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Consolidation: the foundation for IT and business transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.