Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
Telecommunications packages often include compulsory fees such as rental charges, installation fees etc. Marketers offering such services should therefore make those charges clear to the consumer. If they are likely to affect a customer’s understanding of a price statement comparison, marketers should explain in a footnote whether one-off or periodic charges apply and their extent. If they are unlikely to affect a customer’s understanding, marketers should notify customers of those charges and their extent before a purchase or rental is made. (See Tariff Comparisons section of Price Claims in Telecommunications Help Note for guidance on qualifying fees for individual calls).
When making price statements or tariff comparisons, marketers should normally state clearly in a footnote the extent of any relevant call set-up fee or minimum fee. If, however, the call set-up fee or minimum fee is more than the stated pence per minute charge, marketers should state clearly in the body copy the extent of the fee.
Last modified : 29 June 2010