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Unlimited broadband 'may have its limits'
Thursday 17th June 2010, by Daniel King
packages, as regulators aim to crack down on the word 'unlimited'.
A number of providers advertise their service in this way, when in fact some may not be telling the whole truth due to terms in their fair usage policies.
According to New Media Age, a review is being carried out by the Advertising Standards Authority as a result of the popularity of online television facilities such as iPlayer, as well as mobile usage triggered by the iPhone.
Sky Broadband recently changed how it promotes its services after customers reported their deals didn't always meet what was being advertised.
Lucian Smithers, director of brand strategy and communications at the firm, told the website: "Consumers are confused and don't 100 per cent trust what they're being told about their broadband speeds. It's an area where there's an underlying bad perception of the service providers."
If a crackdown does take place the likely outcome is for providers to have to make it clear on their advertising campaigns how much data can be downloaded with the package.
Companies offering mobile broadband may soon take a similar approach, with O2 already having scrapped its unlimited offer.
In its place the company put forward clear limits so customers know how much they are able to download.
It appears this would be a positive move for consumers as it will allow them to know exactly what they are allowed to download and may prevent people getting charges for going over their threshold.
By Craig Coulson
Categories: Broadband, Broadband Products
