Consumer champion Which? has released its annual 'Shoddies' awards for 2026, shining a spotlight on companies deemed to have most significantly let down UK consumers over the past year. The awards, compiled by Which? experts and an in-house judging panel, highlight 14 brands for various 'wrongdoings', with a particular focus this year on what Which? describes as 'sneaky pricing practices' amid rising living costs.
Among the most prominent recipients of a 'Shoddy' award were telecommunications giants BT and O2. BT was dubbed 'the pied piper of price rises' for its perceived role in setting a trend for annual broadband price increases. Which? noted that BT was the first major provider to announce a shift from a £3 to a £4 monthly price increase in July 2025, a move subsequently mirrored by four other major providers and BT’s two subsidiaries. This follows BT's history of introducing above-inflation price increases in 2020 and initiating the £3-a-month rise.
BT, however, disputes leading the industry, stating that its pricing decisions are independent and based on costs, investment, and service quality. The company highlighted its move to 'clearer pounds-and-pence price changes' following Ofcom’s ban on inflation-linked increases in January 2025, aiming for transparency for customers. For consumers seeking alternatives, Which? recommends Zen Internet, a 'Recommended Provider' known for maintaining fixed prices throughout minimum contract terms, with 98% customer satisfaction in their latest broadband survey.
O2 also faced strong criticism, earning a 'Shoddy' for 'mid-contract mayhem'. Which? found O2 to be the only mobile network that applied an increased annual price rise to existing customers mid-contract, from £1.80 a month to £2.50 a month – a nearly 40% hike. A November 2025 survey by Which? revealed that 79% of O2 customers considered this unfair, with 90% of all mobile customers believing telecoms regulator Ofcom should intervene.
In response, O2 acknowledged a 'small price increase' of 70p a month last year, equating to around 2p a day, which it said was outweighed by network investment. The company stated it was transparent with customers, providing a right to exit, and has since committed not to change in-contract price rise amounts in the future, as well as signing the government’s Telecoms Consumer Charter. For those looking for mobile providers without mid-contract price rises, Which? suggests 1p Mobile, Giffgaff, Lebara, Smarty, and Talkmobile, all of which are Which? Recommended Providers. Giffgaff, in particular, uses the O2 network, offering similar signal coverage without the mid-contract increase risk.