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Vodafone promises to keep fixed contract prices fixed

Vodafone store

In good news for millions of mobile customers, Vodafone has announced it will follow the spirit of Ofcom’s new ‘fixed means fixed’ rules. No more mid-contract price hikes from Vodafone… ever.

Vodafone has announced a ‘fixed price contract promise’, confirming to its customers that they will not face price increases on their monthly line rental for the entirety of their contract.

Vodafone increased prices for its pay monthly customers in 2011 and again in 2012, despite customers being locked into ‘fixed’ contracts. Thanks to the 60,000 supporters of our Fixed Means Fixed campaign, Ofcom changed its guidance to encourage phone providers to keep prices fixed or else let customers exit penalty-free.

Despite this, both O2 and EE have written yearly price rises into their customers’ contracts, which we feel goes against the spirit of Ofcom’s rules.

A deal’s a deal

Vodafone joins other providers, including Three, Tesco Mobile and Utility Warehouse, in promising that fixed mobile phone contracts will stay at a fixed price. And the extra good news with Vodafone’s promise is that it will apply to all pay monthly customers, not just those signing up after 23 January 2014 when Ofcom’s rules came into effect.

Vodafone says it may still change prices outside of your bundle, such as calls to premium rate numbers.

Cindy Rose, consumer director at Vodafone, commented on the announcement:

‘We asked our customers what they thought was fair when it came to charging, and the clear majority told us that it was unacceptable to increase monthly prices during the contract term. So from now on, when you sign up with us, a deal’s a deal, and we promise the monthly price you pay will stay the same for the period of your contract term, provided you stick within your allowance.’

Come on O2 and EE

The pressure now really is on O2 and EE for being the odd ones out. After more than 5,000 customers emailed EE’s CEO Olaf Swantee about the company’s new price rise policy, we’re pleased to say that Olaf has now agreed to meet with our executive director Richard Lloyd. Richard will be telling Olaf that his customers won’t stand for these price rises – fixed should mean fixed.

O2 newspaper adWe’ve also turned the screw on O2 too – we complained to the Advertising Standards Agency (ASA) about this advert from O2 that we think is misleading. In an ad from January 2014, O2 advertises a £14-a-month contract, despite the price only applying for one month of the two-year contract. The ASA is currently investigating the ad, and we’ll let you know as soon as we hear back.

It’s great news that Vodafone has decided to the right thing for its customers. And we hope people will now choose providers who play fair and offer fixed contracts that really are fixed.


I had a very good whinge about phone companies putting up their prices before I took out a one year contract with Vodafone. They did assure me that they would not increase the price unless there was a VAT increase. I feel happier to have this confirmed.

Thanks for all the effort by Which?

Let’s sort out O2 and EE. 🙂


A month or so ago I did email the CEO of Tesco suggesting that with so many unhappy EE customers about they should advertise they’re not upping prices and supply a easy way to get out of the EE contract. I guess they’ve missed the boat now that Vodafone have done this.

Makes you wonder if some companies can do this why some can’t, greed springs to mind.


Tesco did do some newspaper ads that said “There’s nothing funny about mid contract price hikes. That’s why we don’t do it”. I’ve got a copy on my desk 🙂


I have seen a similar ad on a bus shelter. We don’t say very much positive about Tesco, but credit where it is due. But we need EE and O2 advertising that they are treating customers fairly too. 😉


What do you think about O2’s ad above?


Unfortunately I can’t make out the small print, but it does leave me wanting to ask more questions that it answers.


Sorry, let me see if I have a bigger version (presume you clicked to enlarge?)


Yes but I couldn’t enlarge it any further, I guess I could download it and zoom in that way.


OK I see what you mean now, that pesky small print. It’s amazing what companies hide in there, shouldn’t stuff like that be in a much larger font.

Always reminds me of the fake ad I’d like to put out, “Lottery predictors £1k, small print, requires time machine, sold separately, currently out of stock, awaiting someone from the future to bring me back a few.”