Vodafone has dropped separate line rental charges on its broadband deals, becoming the first major UK provider to do so.
Vodafone launched broadband services in June 2015. But until this week, its broadband and line rental charges were listed separately – as is standard across the industry.
It now claims it has the cheapest unlimited fibre broadband deal on the market, with packages starting at £25 a month, or £22 a month for existing Vodafone customers.
However, while the move to more transparent billing sets Vodafone apart from its peers for now, other broadband providers will be forced to start advertising tariffs inclusive of line rental from 31 October under rules imposed by the advertising regulator.
According to research from telecoms regulator Ofcom and the Advertising Standards Authority, only one-in-four people could work out what they’d be charged each month for broadband after being shown an advert detailing both broadband and line rental costs.
Challenger provider Relish, which launched in 2014, also does not have a separate line rental charge. It dodges the need for line rental completely as the service is mobile-based. However, the service is only available in parts of the UK.