BSkyB plans ad campaign to advertise elimination of fair usage policy

Having announced that it is dropping its fair usage policy BSkyB is preparing to run an advertising campaign with regards to its truly unlimited broadband.

Recently communications giant BSKyB announced that it was getting rid of its fair usage policy, adding that this meant that its offer of unlimited broadband would now be true in the strictest sense, whereas with other Internet Service Providers ‘unlimited broadband’ actually comes with a fair usage policy and therefore a limit.

BSkyB is now apparently preparing an advertising campaign where is will claim to be the only Internet Service Provider that offers truly unlimited broadband access, as there is no longer any fair usage policy in place. Officials from BSkyB have said the media giant does not engage in ‘traffic shaping’, where broadband speeds are throttled at peak times due to heavy Internet traffic.

An official from BSkyB said: “Customers have told us that they want unlimited broadband to be exactly that, so we’ve acted on their feedback. We believe that we are now the only major broadband provider to offer truly unlimited broadband.”

Another BSkyB official said: “We believe that there is no other ISP that makes both of these promises, and we are going to start talking about this more openly in our marketing. This is likely to open up a new front in the highly competitive broadband marketplace, where most advertising has so far focused on either price or headline download speeds.”

The firm’s acceptable use policy will remain in place, but this will refer to the type of content that is downloaded and not the amount of information downloaded. The advertising campaign that BskyB will be running will include press releases, direct marketing, television advertising, and digital advertising.