Bulldog has been warned that it must be clearer with it's advertising claims say the Advertising Standards Authority (ASA), after complains by BT and  a member of public.

The problem is that it buries it full price information in the small print leaving some potential customers confused of the actual real cost of a product.
The offending advert was a nationwide press campaign which claimed that "up to eight meg broadband only £9.75* a month fixed for as long as you are with us", but the asterisk pointed the real price as customers also had to have a Bulldog phone line costing an extra £10.50 a month.

In it's defence Bulldog said that it rival ISP's do not include the line rental, but the ASA said that since Bulldog's offer was bundled and "because new customers could not obtain the broadband service for £9.75 a month without also paying £10.50 a month for Bulldog's telephony service" then the ad "was misleading".