Proposed guidance on the presentation of mid-contract price rises in telecoms ads - Which? response

Which? welcomes the opportunity to respond to the Committee of Advertising Practice (CAP) and Broadcast Committee of Advertising Practice (BCAP) consultation. We welcome this new guidance on the presentation of mid-contract price rises within telecommunications advertising with the intention of providing clarity for businesses when presenting crucial price information to consumers.

• Which? agrees with the principles outlined in the suggested guidance.
• We caution that transparency is important but not sufficient to mitigate the consumer harms associated with price variation clauses and recommend continued monitoring of the impact on consumers.
• The guidance should be clear that price rise information should always be available at the point of promotion.
• We require further clarity on the guidance surrounding the promotion of multiple offers, and caution that the current wording could inadvertently allow current bad practices to continue.
• As part of the Which? Cost of Living Campaign, we are calling on providers:
  • To carefully consider the level of mid-contract prices that can be justified during the cost of living crisis.
  • To enable consumers to leave their contract without penalty when they increase prices mid-contract, regardless of whether or not these increases can be said to be ‘transparent’.