In a UK industry first Vodafone is removing line rental charges for their home broadband customers

In a UK industry first Vodafone is removing line rental charges for their home broadband customers

Bringing another industry first to the UK, Vodafone are now removing all line rental costs for their home broadband service users.

Vodafone have brought in the new era of home broadband by abolishing line rental charges in their latest home broadband offering refresh. They have jumped the gun on new rules from the Advertising Standards Agency set to be implemented in October which bans broadband providers from excluding line rental charges from their headline rates.

Typically adverts and offers used to lure customers in the UK broadband market have been allowed to exclude the line rental charges, which vary in price from provider to provider. Less than a quarter surveyed in a Advertising Standards Agency survey could correctly identify the total package cost after a broadband advert was viewed.* Often identified as a unexpected and costly addition to a broadband package with little value being attached to the service which simply enables the use of the broadband, customers often took great umbrage at this additional expense. As part of the move to bring greater transparency and thus clarity to the market, Vodafone has cleared the path for its competitors to follow accordingly.

Glafkos Persianis, Commercial Director at Vodafone UK said: "Giving our customers the opportunity to break free from hidden line rental charges is our way of letting our customers know that we are listening and that we are serious about providing them with the Unlimited Home Broadband experience that they deserve. We started our journey into fibre optic home broadband just over a year ago and are delighted to show that we are a truly innovative and customer focused provider. We know our customers depend on us to stay connected, and now we can satisfy their needs both at home and on the go whilst also putting an end to line rental charges."

*https://www.asa.org.uk/News-resources/Media-Centre/2016/ASA-signals-need-for-change-in-advertising-of-broadband-prices.aspx#.V6yab_krKCg

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