The UK Advertising Standards Authority (ASA) has informed ISPreview.co.uk that they're getting close to concluding their consultation on clearer broadband ISP advertising of internet access speeds and "unlimited" usage allowances.

The original proposals were set out at the end of January (here) and included a multitude of options for tackling bad ISP marketing practices, such as stricter rules on promotions of headline "up to" speeds and the banning of "unlimited" usage allowance claims when used alongside a restrictive Fair Usage Policy (FUP).


The ASA, which has been working alongside the Broadcast Committee of Advertising Practice (BCAP) and Committee of Advertising Practice (CAP), couldn't say precisely when the new guidance would surface. However, they are "hopeful" of it surfacing during the "early summer" (i.e. June or July 2011) period.

The ASA also told us that they were aware of how some ISPs have been taking a new approach to "unlimited" advertising, such as by writing "all you can eat" or "download as much as you want". The authority was keen to stress that its new guidance would therefore "apply to any marketing communication that implies directly, or indirectly that a telecommunications package is unlimited".

Once published the "guidance" will apply immediately to campaigns developed after the publication. A grace period of six months will apply to existing campaigns. Recent changes to the ASA rules mean that the authority can now tackle both external and internal promotions on the ISPs own website.

UPDATE 12:38pm

Corrected BCAP to Broadcast Committee of Advertising Practice.