By Leonie Roderick

Joint research commissioned by the Advertising Standards Authority (ASA) and Ofcom published today (21 January) reveals the current approach to presenting pricing in broadband ads is likely to confuse and mislead consumers about the true cost of the deals.

The objective of the research was to test consumers’ understanding of the presentation of pricing offers in typical broadband ads. It also looked at the presentation, and likely consumer understanding of additional pricing elements such as introductory deals, discounts, line rental, delivery charges and the length of the contract.

The study revealed that 81% of the participants were not able to calculate correctly Read full story ›

Source: Marketing Week