Providers should not use unlimited claims

Consumer campaign group Which? has recently spoken out to say that Internet service providers need to stop using ‘unlimited’ claims to advertise broadband services that are not truly unlimited.

Officials from the consumer campaign group Which? have recently spoken out about the way in which many Internet providers and communications giants are using the term ‘unlimited’ in their advertising and marketing materials for services that are often not truly unlimited. The group said that this is a practice that should be stopped, as it can be misleading for consumers who think that they are getting unlimited services when in fact they are not.

The Advertising Standards Agency is conducting a review of the way in which the term ‘unlimited’ is used in marketing and advertising materials, and Which? has responded to this consultation. Officials from Which? said that they did not believe that providers of broadband or phone services should be able to advertise the service as unlimited if there was any sort of fair usage policy in place.

An official from the consumer group said: ‘Feedback we’ve received from consumers supports our view that consumers have an expectation that ‘unlimited’ should mean unlimited without ‘ifs’ and ‘buts’. We also feel that limits are generally not well explained or are hidden away in terms and conditions. ‘

She added: ‘The consumer outcry following the recent attempt by T-Mobile to change the fair usage policy of its ‘unlimited’ internet packages for existing smartphone customers shows that many consumers see fair usage policies as caps. Which? wants to ensure that consumers are not being left feeling misled and shortchanged about the service they are signed up for and wants the ASA to take action to ensure this doesn’t happen.’

Do you agree that the term ‘unlimited’ should not be used where fair usage policies are in place? Let us know with your comments

Source – Which