UPDATE: The ISP has now corrected its comparison table. Thanks to one of our readers, Steve, for chasing up ADSL4Less and getting them to correctly list their prices as +vat. Consequently £14.99 +vat per month becomes roughly £17.61 inc. VAT (for unlimited usage option):

In a follow up to your article on September 3rd, “ADSL4LESS, Uncapped 512k @ £14.99”, the prices are EXCLUDING VAT.

I have been in contact with ADSL4LESS as I was keen to understand how they could offer this price below that of BT Wholesale pricing. First they came back and said it was inc VAT and then when I pushed further they said EX VAT.

They have now updated their website with a small EX VAT message, but curiously the INC VAT price savings against BT, Tiscali etc show the saving against their EX VAT. Very misleading and quiet unlawful I would think.

It's good general practice that products not directly aimed at businesses (home broadband etc.) should automatically be priced to 'include' VAT unless otherwise stated.

One quick look at Demon's page shows that their service is indeed listed as £24.99 inc. VAT, which is used for comparison by ADSL4Less against their £13.99 +vat offer (we also note this includes a 1GB cap, while Demon appears unrestricted).