Instead, it will advertise a combined monthly price for broadband when the changes come into effect this autumn.

The move follows calls from government, consumer groups and the Advertising Standards Authority (ASA) for broadband pricing to be made simpler and more transparent.

Tristia Harrison, TalkTalk’s consumer managing director, said: “As long as line rental and broadband are priced separately, the temptation to advertise deals in this way will always be there. But it’s time for providers be honest about this – it’s a bad habit we have all been guilty of, it doesn’t serve customers well and it’s time it stopped.”

The single monthly price will be available to anyone taking a new package and existing customers who are re-contracting.

Dan Howdle, telecoms expert at broadband, TV and mobile advice site Cable.co.uk, said: “Compound or split pricing – whether under the guise of ‘plus line rental’ or a ‘toilet charge’ on a budget flight – is predatory, since it relies on consumers failing to grasp the true combined cost.

“Now TalkTalk has opened fire, the rest of the industry will have to follow. Up to this point, clarity of pricing on broadband packages has been misleading and complicated.

“Good for TalkTalk. The industry appears to finally have come to its senses, even if it is at the receiving end of some determined prodding from Ofcom and the ASA.”