said by Rxdoxx :

The issue is not additional fees either above or below any line.
The issue is that noticeable in the advertising that there should be a 'monthly payment' or a true cost in the ad.

It has been legislated in other sectors, banks now show APR, people getting mortgages know what their real monthly payment will be.

Let them advertise it as whatever they want, just require the true monthly payment to also be disclosed and not in the fine print.
The issue is letting consumers know the real expense to them.

Anyone who pays sticker price for a car seems pretty dumb, anyone who pays the actual advertised phone/cable/dsl price isn't living in the USA.