IDNET: It is always better for the consumer to be fully aware of exactly what they are buying. This is even more true when they enter into a long-term contract with conditions that they do not fully understand. People who are new to the Internet often have little idea of how big a data allowance will suit them. Therefore, they are drawn towards the unlimited terms.

I am absolutely at a loss as to understand how the ASA can rule that 500Mb per month can be advertised as “unlimited”. I think that consumers should be able to expect ‘unlimited’ to mean just that! The ASA has now legitimised the practise of misleading consumers and this puts the honest ISPs at an advertising disadvantage.