TalkTalk scraps separate line rental fee:
- TalkTalk puts an end to the separate line rental charge on its broadband packages
- It will be the first major broadband provider to advertise a combined broadband and line rental price
- Cable.co.uk believes all providers should now follow suit
- Existing 'split pricing' is predatory, says Dan Howdle, and relies on customers failing to recognise the true cost of broadband packages
Tuesday 3 May 2016: TalkTalk has today announced it will be scrapping separate line rental charges on its broadband packages.
It will be the first major provider to advertise a combined monthly price for broadband when the changes come into effect this Autumn.
The move follows calls from government, consumer groups and the Advertising Standards Authority (ASA) for broadband pricing to be made simpler and more transparent.
Commenting on the changes, Dan Howdle, telecoms expert at broadband, TV and mobile advice site Cable.co.uk, said:
“Compound or split pricing – whether under the guise of ‘plus line rental’ or a ‘toilet charge’ on a budget flight – is predatory, since it relies on consumers failing to grasp the true combined cost.
"Now TalkTalk has opened fire, the rest of the industry will have to follow. Up to this point, clarity of pricing on broadband packages has been misleading and complicated. So much so that Cable.co.uk has had to build specific tools just to help customers properly understand what it is they’re buying, and more importantly what it is they’re paying.
"Good for TalkTalk. The industry appears to finally have come to its senses, even if it is at the receiving end of some determined prodding from Ofcom and the ASA.
Notes to editors
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Dan Howdle has been plugged into the attitudes of UK broadband, TV and mobile customers for over two decades, running research fieldwork both nationally and internationally on behalf of the biggest players in the industry. Dan is now consumer telecoms analyst at Cable, as well as more formally operating in the role of its Director of Communications and Content.
An experienced broadcaster, commentator and writer, Dan has appeared on BBC TV and radio, ITV, Sky and in the national papers. Dan has advised Ofcom on issues surrounding service quality, administered Cable’s Broadband Service Quality Awards and sat on the panel of judges for the Internet Service Providers Association annual awards.