The Advertising Standards Authority (ASA) has ushered in stricter guidelines on mid-contract price changes in telecommunications, increasing the burden of clarity for operators. Historically, telecom contracts often obscured potential price fluctuations, misleading customers with allusions of fixed prices. These deceptive tactics, often rooted in fine print legalese, have necessitated ASA’s initiative for more transparent advertising. With Broadband and mobile contracts especially susceptible to annual adjustments, providers must alert customers clearly about prospective changes.