A recent survey found that 85% of broadband and mobile consumers find annual price hikes unjust, adding the frustration that 87% believe they should be able to switch providers without penalty if such increases occur mid-contract. However, the reality presented by providers paints a different picture. These unexpected cost changes and fear of penalties for ending contracts prematurely have driven 62% of surveyed participants to consider switching providers immediately after unexpected price increases. This trend prompted a response from Ofcom for clearer pricing transparency, a call further championed by Uswitch and Which?. This has led to new guidelines by the UK’s Committees of Advertising Practice, aiming to ensure providers fully disclose potential cost changes to customers.