Mobile phone companies and providers will be forced to stick to new rules on selling from today.
Communications regulator Ofcom will be enforcing them after companies failed to stick to a voluntary industry code of conduct.
The new regime aims to stop those selling phones from engaging in dishonest, misleading or deceptive conduct.
It follows a significant rise in complaints about misleading cashback and upgrades that hide longer contracts.
Since the new rules were proposed and the industry started to tighten its practices, the number of complaints has dropped from six hundred to two hundred a month.
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