The Australian Competition and Consumer Commission (ACCC) has issued Australian telecommunications company iiNet with $204,000 in penalties over advertisements for its 250GB naked broadband plan. The relevant advertisements were displayed in November 2014 on a tram and billboard in Melbourne, offering a $69.95 monthly deal for the 250GB naked broadband plan. While the ads did include the total minimum price in fine print, according to the ACCC they did not display that minimum price prominently enough to meet the standard required under the Australian Consumer Law (ACL). “Prominence means that the total minimum price can be easily seen and strikes the attention of the consumer," ACCC chairman Rod Sims said. "In assessing whether the total minimum price is prominent, it is important to consider the context in which the advertisement appears - for example if the advertisement is on a moving vehicle, where consumers may only be able to see the advertisement momentarily.” The iiNet penalty follows other recent enforcement action by the ACCC, including $102,000 in penalties for fellow telecommunications provider Telstra in 2014 over its advertisement for the iPhone 6, and a recent high profile victory for the ACCC against TPG in the High Court of Australia, in which the High Court reinstated a $2 million penalty over misleading advertised pricing of TPG’s Unlimited ADSL2+ broadband plan. The ACCC recently announced that truth in advertising is one of its enforcement priorities for 2015 and it will particularly concentrate on misleading claims by large businesses that have the potential to cause significant consumer detriment. To comply with the ACL and reduce the risks of ACCC enforcement action, companies, and particularly telecommunications providers offering bundled products or products with multiple layers of costs, should take care to ensure their advertisements present clear and prominent messages to consumers, especially in relation to total minimum price, having regard to the relevant advertising medium. For more information, please contact Anne-Marie Allgrove , Toby Patten or Jarrod Bayliss-McCulloch.