Plusnet Cuts Broadband Prices as “unintelligible” Radio Ads Banned

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A case of bad timing today as budget ISP Plusnet has cut their UK broadband and phone bundle prices, albeit on the same day as the Advertising Standards Authority (ASA) has also banned two of their radio adverts for failing to be “presented in a clear and intelligible manner.”[1][2] Both of the relevant radio adverts were heard during March 2017, with the first one being used to promote their broadband bundles and the second one highlighting the merits of their mobile tariffs. However, one person complained that “the terms and conditions in ads (a) and (b) were spoken too quickly and therefore unintelligible.”

Plusnet[3] denied the complaint and said they believed that the T&Cs “could be heard, were spoken at an acceptable speed and that they were therefore intelligible,” although they also admitted to having recently reviewed their radio ads and “were in the process of revising those ads so that they were read at a slower speed and more clearly.” Suffice to say the ASA was unforgiving.

ASA Ruling (REF: A17-382755) We noted that the terms and conditions that followed the statement “Plusnet, we’ll do you proud” in both ads (a) and (b) were spoken at a much faster pace compared to the rest of the ad. We considered that the words were difficult to make out and that they had been delivered too quickly to be understood by listeners.

Because those conditions had not been presented in a clear and intelligible manner, we concluded that the ad was misleading.

Unfortunately for Plusnet the ruling has been published on the same day as they launch a string of new cut-price offers on their broadband and phone bundles, two of which include additional cashback offers and free activation. The key offer packages and prices are as follows. As usual each of the discounted packages include unlimited usage, an included wireless router, included line rental, Parental Controls (network-level filtering) and UK-based customer support.

A number of UK calling add-ons are also available (e.g. Anytime calls), albeit at extra cost. Otherwise the prices are as follows.

Unlimited (up to 17Mbps) + ?75 Cashback
Price: ?17.99 per month for 18 months (?27.98 thereafter) + ?10 one-off activation fee

Unlimited Fibre (up to 38Mbps) + ?50 Cashback
Price: ?24 per month for 12 months (?32.98 thereafter) + FREE activation

Unlimited Fibre Extra (up to 76Mbps)
Price: ?30 per month for 12 months (?37.98 thereafter) + FREE activation

However these offers have been somewhat confused by Plusnet’s recently announced price rise on 29th June 2017, which means that the standard monthly cost will still rise by an extra +?1 at the end of next month.

Take note that if you also need a new “phone line” installed in your property then this will attract a one-off cost of ?49.99 and those in remote rural areas may have to pay a few pounds more to receive the same service.

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  1. ^ Plusnet (
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  3. ^ Plusnet (

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