Feeds

Bulldog told to be more upfront about pricing

Line rental buried in small print

Top 5 reasons to deploy VMware with Tegile

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. ®

Security for virtualized datacentres

More from The Register

next story
TEEN RAMPAGE: Kids in iPhone 6 'Will it bend' YouTube 'prank'
iPhones bent in Norwich? As if the place wasn't weird enough
Consumers agree to give up first-born child for free Wi-Fi – survey
This Herod network's ace – but crap reception in bullrushes
Crouching tiger, FAST ASLEEP dragon: Smugglers can't shift iPhone 6s
China's grey market reports 'sluggish' sales of Apple mobe
Sea-Me-We 5 construction starts
New sub cable to go live 2016
New EU digi-commish struggles with concepts of net neutrality
Oettinger all about the infrastructure – but not big on substance
PEAK IPV4? Global IPv6 traffic is growing, DDoS dying, says Akamai
First time the cache network has seen drop in use of 32-bit-wide IP addresses
EE coughs to BROKEN data usage metrics BLUNDER that short-changes customers
Carrier apologises for 'inflated' measurements cockup
Comcast: Help, help, FCC. Netflix and pals are EXTORTIONISTS
The others guys are being mean so therefore ... monopoly all good, yeah?
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Storage capacity and performance optimization at Mizuno USA
Mizuno USA turn to Tegile storage technology to solve both their SAN and backup issues.
The next step in data security
With recent increased privacy concerns and computers becoming more powerful, the chance of hackers being able to crack smaller-sized RSA keys increases.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.
A strategic approach to identity relationship management
ForgeRock commissioned Forrester to evaluate companies’ IAM practices and requirements when it comes to customer-facing scenarios versus employee-facing ones.