Once again, the word “unlimited” is landing internet service providers in trouble with the Advertising Standards Authority (ASA), following complaints.
The use of unlimited can be a confusing issue for consumers, especially if they fail to read the small print.
Surprisingly ASA is not concerned with the use of the word unlimited, the problem is with the small print and in particular the acceptable use policy, which only appears in the small print.
The ASA was also concerned over the lack of information on the firm’s traffic management system, and says that both of these items should be made clearer.
The problem here once again boils down to ISPs advertising unlimited broadband, when with many services this is clearly not the case and it should not come as a surprise that consumers are confused over this situation.