Feeds

Bulldog told to be more upfront about pricing

Line rental buried in small print

Build a business case: developing custom apps

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. ®

The essential guide to IT transformation

More from The Register

next story
6 Obvious Reasons Why Facebook Will Ban This Article (Thank God)
Clampdown on clickbait ... and El Reg is OK with this
So, Apple won't sell cheap kit? Prepare the iOS garden wall WRECKING BALL
It can throw the low cost race if it looks to the cloud
Time Warner Cable customers SQUEAL as US network goes offline
A rude awakening: North Americans greeted with outage drama
Shoot-em-up: Sony Online Entertainment hit by 'large scale DDoS attack'
Games disrupted as firm struggles to control network
BT customers face broadband and landline price hikes
Poor punters won't be affected, telecoms giant claims
Netflix swallows yet another bitter pill, inks peering deal with TWC
Net neutrality crusader once again pays up for priority access
EE plonks 4G in UK Prime Minister's backyard
OK, his constituency. Brace yourself for EXTRA #selfies
prev story

Whitepapers

Top 10 endpoint backup mistakes
Avoid the ten endpoint backup mistakes to ensure that your critical corporate data is protected and end user productivity is improved.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Backing up distributed data
Eliminating the redundant use of bandwidth and storage capacity and application consolidation in the modern data center.
The essential guide to IT transformation
ServiceNow discusses three IT transformations that can help CIOs automate IT services to transform IT and the enterprise
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.