ASA rules on definition of free connection

The Advertising Standards Authority (ASA) has decided companies offering connection to the internet can no longer include the word "free" in advertisements unless the entire service is free of charge.

The Advertising Standards Authority (ASA) has decided companies offering connection to the internet can no longer include the word "free" in advertisements unless the entire service is free of charge.

The ASA, an industry self-regulating authority, has informed ISPs that they should not advertise as "free" their internet packages, or any element of those packages, if consumers must pay for any part of the service offered. The move follows complaints made to the ASA regarding misleading advertisements for web packages and their hidden costs.