{"id":41813,"date":"2025-05-21T00:00:14","date_gmt":"2025-05-20T23:00:14","guid":{"rendered":"https:\/\/www.ispreview.co.uk\/?p=41813"},"modified":"2025-05-19T13:33:44","modified_gmt":"2025-05-19T12:33:44","slug":"asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans","status":"publish","type":"post","link":"https:\/\/www.ispreview.co.uk\/index.php\/2025\/05\/asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans.html","title":{"rendered":"ASA Order EE UK to Qualify Fair Usage Terms on Unlimited Mobile Data Plans"},"content":{"rendered":"

The Advertising Standards Authority<\/a> (ASA) has today ordered mobile operator EE<\/a> (BT<\/a>) to ensure that the “unlimited data<\/em>” (mobile broadband) claims on their website, which apply to various 4G<\/a> and 5G<\/a> mobile plans, are directly qualified with the limits expressed in their associated Fair Usage Policy (FUP).<\/p>\n

The ASA has long had specific guidelines on the use of “unlimited<\/em>” claims in broadband and mobile advertising, which tend to apply if any restrictions are then applied to people who are perceived to have used too much (e.g. the customer uses a lot of data and then suffers a more than moderate loss of internet speed). Such restrictions are often set out inside Fair Usage Policies<\/strong> (FUP).<\/p>\n

NOTE:<\/strong> See the advertising watchdog\u2019s guidelines on \u2018unlimited\u2019<\/a> <\/strong>terminology.<\/div>\n

On this front, various mobile operators tend to provide a guideline for how much maximum data usage is allowable, per month, inside the FUPs on related mobile plans. In the case of EE<\/a>, their FUP has long expressed how they “will consider usage above 600GB\/month to be non-personal use and have the right to apply traffic management controls to deprioritise your mobile traffic during busy periods or to move you to a business plan<\/em>.”<\/p>\n

However, the FUPs around all this might talk tough, but they\u2019re usually fairly soft (flexible) and rarely ever enforced. This is perhaps because actually enforcing them might risk breaching the ASA’s rules, which could in turn prevent them from using “unlimited<\/em>” terminology on their packages.<\/p>\n

EE<\/a> was recently tested on this point after a complaint prompted the ASA to investigate whether the claim that their data plans were \u201cunlimited<\/em>\u201d was misleading because, a) an FUP of 600GB per month applied; and b) the ad did not make the FUP restriction sufficiently clear. Interestingly, this also resulted in EE revealing more detail about their approach to enforcement, which mostly only impacts during periods of network congestion (4% of cell sites).<\/p>\n

EE’s Position on their 600GB FUP<\/strong><\/p>\n

[EE] confirmed that legitimate users who exceeded the FUP of 600 GB per month would not incur an additional charge, nor would they have their service suspended. They believed the limitations imposed on such users were moderate; on exceeding the limit, their traffic was deprioritised at busy cell sites from the time they exceeded the data threshold until the end of their monthly bill cycle. EE referred to the most recent Ofcom<\/a> report, which stated that the average fixed line broadband data consumption for a UK household was around 535 GB per month, and average mobile data use was 9.9 GB. EE provided data to show the proportion and number per month of customers impacted by the FUP. They said they considered any use that exceeded 600GB to be non-personal use.<\/p>\n

EE explained that the measure applied only to the 4% of cell sites across the UK that were congested, and that even those sites were not busy all the time. They provided data to show the reduction in average throughput speed that a consumer who was subject to the FUP was likely to experience when the cell sites in question were busy. It was a guideline only, because many other factors such as signal strength and levels of congestion would come into play and also because it would vary from site to site. EE pointed out that users were extremely unlikely to notice the speed reduction if they were listening to music, using maps or browsing websites, activities that required only a few hundred kilobits per second. They might, however, experience a slower speed if they downloaded a large file.<\/p><\/blockquote>\n

Sadly, and somewhat controversially, EE did provide the ASA with a specific figure to show the percentage reduction in average throughput speed a user subject to the FUP might experience at a congested site, but they requested for the ASA to “keep that figure confidential<\/em>“.<\/p>\n

ISPreview disagrees with the above position and thinks consumers have a right to know how their service may be impacted. But the ASA ultimately ruled that “the restrictions imposed were moderate only<\/em>” and thus did not uphold the first complaint (a). The ASA did, however, uphold the second (b) complaint.<\/p>\n

ASA Ruling Ref: A24-1253564 EE Ltd<\/strong><\/a><\/p>\n

The main body of the ad did not state that an FUP applied, and did not feature any signposting within the plan details to indicate that qualifications might apply. We considered that consumers would not necessarily be aware that a provider might apply traffic management to the advertised data plans. The Guidance stated that any provider-imposed limitations, as well as meeting the conditions referenced in Point (1) above, must be clearly explained in the marketing communication. Notwithstanding that users did not incur a charge or suspension, and the restrictions imposed were moderate only, we considered that the existence of the FUP constituted a limitation and should therefore be made clear in the ad.<\/p>\n

The terms of the FUP were detailed at the bottom of the webpage within a section entitled \u201cFrequently asked questions\u201d. That section was not visible when viewing the SIM-only plans; it was necessary to navigate further down the webpage. Within that section, the text containing details of the FUP was visible only when the subheading \u201cThe legal bit\u201d was expanded.<\/p>\n

We considered that consumers would not necessarily scroll further down the page, nor click on \u201cThe legal bit\u201d heading in the \u201cFrequently asked questions\u201d section. Consequently, we considered that the existence of the FUP could easily be overlooked because of its placement in an expandable section situated beneath the main body of the ad. Because the ad did not clearly present the qualification to the \u201cunlimited\u201d claim, we concluded that it was misleading.<\/p><\/blockquote>\n

The ASA has thus effectively banned the existing promotions in their current form (seen by the ASA on 7th April 2025 via EE’s own website) and told EE to ensure that their unlimited claims are “directly qualified with the terms of their Fair Usage Policy<\/em>“, which is at least an improvement on the transparency front.<\/p>\n

The ruling will also have an impact on other mobile operators that often work in the same way as EE, particularly if they aren’t making the terms of their FUP clear (many do not). But of course, it may take further complaints by consumers in order to highlight that to the ASA.<\/p>\n","protected":false},"excerpt":{"rendered":"

The Advertising Standards Authority (ASA) has today ordered mobile operator EE (BT) to ensure that the “unlimited data” (mobile broadband) claims on their website, which apply to various 4G and 5G mobile plans, are directly qualified with the limits expressed in their associated Fair Usage Policy (FUP).<\/p>\n","protected":false},"author":1,"featured_media":41229,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[1],"tags":[61,406,99,405,60],"class_list":["post-41813","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uk_isp_news","tag-4g","tag-5g","tag-asa","tag-ee","tag-mobile-broadband"],"share_on_mastodon":{"url":"https:\/\/mastodon.social\/@ispreview\/114542649189152587","error":""},"yoast_head":"\nASA Order EE UK to Qualify Fair Usage Terms on Unlimited Mobile Data Plans - ISPreview UK<\/title>\n<meta name=\"description\" content=\"The Advertising Standards Authority (ASA) has today ordered mobile operator EE (BT) to ensure that the "unlimited data" (mobile broadband) claims on their\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ispreview.co.uk\/index.php\/2025\/05\/asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans.html\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"ASA Order EE UK to Qualify Fair Usage Terms on Unlimited Mobile Data Plans - ISPreview UK\" \/>\n<meta property=\"og:description\" content=\"The Advertising Standards Authority (ASA) has today ordered mobile operator EE (BT) to ensure that the "unlimited data" (mobile broadband) claims on their\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ispreview.co.uk\/index.php\/2025\/05\/asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans.html\" \/>\n<meta property=\"og:site_name\" content=\"ISPreview UK\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ispreview\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/ispreview\" \/>\n<meta property=\"article:published_time\" content=\"2025-05-20T23:00:14+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.ispreview.co.uk\/wp-content\/uploads\/2025\/03\/nggallery_import\/EE_Smartphone_5G_User_in_Doncaster_UK.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"1000\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Mark Jackson\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ispreview\" \/>\n<meta name=\"twitter:site\" content=\"@ispreview\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Mark Jackson\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/www.ispreview.co.uk\\\/index.php\\\/2025\\\/05\\\/asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans.html#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.ispreview.co.uk\\\/index.php\\\/2025\\\/05\\\/asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans.html\"},\"author\":{\"name\":\"Mark Jackson\",\"@id\":\"https:\\\/\\\/www.ispreview.co.uk\\\/#\\\/schema\\\/person\\\/de66a8b4e937c21c80e443d1bf9c35d5\"},\"headline\":\"ASA Order EE UK to Qualify Fair Usage Terms on Unlimited Mobile Data Plans\",\"datePublished\":\"2025-05-20T23:00:14+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.ispreview.co.uk\\\/index.php\\\/2025\\\/05\\\/asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans.html\"},\"wordCount\":1064,\"commentCount\":13,\"publisher\":{\"@id\":\"https:\\\/\\\/www.ispreview.co.uk\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.ispreview.co.uk\\\/index.php\\\/2025\\\/05\\\/asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans.html#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.ispreview.co.uk\\\/wp-content\\\/uploads\\\/2025\\\/03\\\/nggallery_import\\\/EE_Smartphone_5G_User_in_Doncaster_UK.webp\",\"keywords\":[\"4G\",\"5G\",\"Advertising Standards\",\"EE\",\"Mobile Broadband\"],\"articleSection\":[\"ISP News\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.ispreview.co.uk\\\/index.php\\\/2025\\\/05\\\/asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans.html#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.ispreview.co.uk\\\/index.php\\\/2025\\\/05\\\/asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans.html\",\"url\":\"https:\\\/\\\/www.ispreview.co.uk\\\/index.php\\\/2025\\\/05\\\/asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans.html\",\"name\":\"ASA Order EE UK to Qualify Fair Usage Terms on Unlimited Mobile Data Plans - ISPreview UK\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.ispreview.co.uk\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.ispreview.co.uk\\\/index.php\\\/2025\\\/05\\\/asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans.html#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.ispreview.co.uk\\\/index.php\\\/2025\\\/05\\\/asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans.html#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.ispreview.co.uk\\\/wp-content\\\/uploads\\\/2025\\\/03\\\/nggallery_import\\\/EE_Smartphone_5G_User_in_Doncaster_UK.webp\",\"datePublished\":\"2025-05-20T23:00:14+00:00\",\"description\":\"The Advertising Standards Authority (ASA) has today ordered mobile operator EE (BT) to ensure that the \\\"unlimited data\\\" (mobile broadband) claims on their\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.ispreview.co.uk\\\/index.php\\\/2025\\\/05\\\/asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans.html#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.ispreview.co.uk\\\/index.php\\\/2025\\\/05\\\/asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans.html\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\\\/\\\/www.ispreview.co.uk\\\/index.php\\\/2025\\\/05\\\/asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans.html#primaryimage\",\"url\":\"https:\\\/\\\/www.ispreview.co.uk\\\/wp-content\\\/uploads\\\/2025\\\/03\\\/nggallery_import\\\/EE_Smartphone_5G_User_in_Doncaster_UK.webp\",\"contentUrl\":\"https:\\\/\\\/www.ispreview.co.uk\\\/wp-content\\\/uploads\\\/2025\\\/03\\\/nggallery_import\\\/EE_Smartphone_5G_User_in_Doncaster_UK.webp\",\"width\":1000,\"height\":1000,\"caption\":\"EE Smartphone 5G User in Doncaster UK\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.ispreview.co.uk\\\/index.php\\\/2025\\\/05\\\/asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans.html#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.ispreview.co.uk\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"ASA Order EE UK to Qualify Fair Usage Terms on Unlimited Mobile Data Plans\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.ispreview.co.uk\\\/#website\",\"url\":\"https:\\\/\\\/www.ispreview.co.uk\\\/\",\"name\":\"ISPreview UK\",\"description\":\"Top Broadband ISP and Mobile Provider Information Site\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.ispreview.co.uk\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.ispreview.co.uk\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.ispreview.co.uk\\\/#organization\",\"name\":\"ISPreview.co.uk\",\"url\":\"https:\\\/\\\/www.ispreview.co.uk\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\\\/\\\/www.ispreview.co.uk\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.ispreview.co.uk\\\/wp-content\\\/uploads\\\/2020\\\/07\\\/ispreview_uk_logo.jpg\",\"contentUrl\":\"https:\\\/\\\/www.ispreview.co.uk\\\/wp-content\\\/uploads\\\/2020\\\/07\\\/ispreview_uk_logo.jpg\",\"width\":1000,\"height\":1000,\"caption\":\"ISPreview.co.uk\"},\"image\":{\"@id\":\"https:\\\/\\\/www.ispreview.co.uk\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/ispreview\",\"https:\\\/\\\/x.com\\\/ispreview\",\"https:\\\/\\\/www.linkedin.com\\\/in\\\/mjack\\\/\",\"https:\\\/\\\/bsky.app\\\/profile\\\/ispreview.bsky.social\",\"https:\\\/\\\/mastodon.social\\\/@ispreview\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.ispreview.co.uk\\\/#\\\/schema\\\/person\\\/de66a8b4e937c21c80e443d1bf9c35d5\",\"name\":\"Mark Jackson\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\\\/\\\/www.ispreview.co.uk\\\/wp-content\\\/uploads\\\/2023\\\/01\\\/nggallery_import\\\/Mark-Jackson-96x96.jpg\",\"url\":\"https:\\\/\\\/www.ispreview.co.uk\\\/wp-content\\\/uploads\\\/2023\\\/01\\\/nggallery_import\\\/Mark-Jackson-96x96.jpg\",\"contentUrl\":\"https:\\\/\\\/www.ispreview.co.uk\\\/wp-content\\\/uploads\\\/2023\\\/01\\\/nggallery_import\\\/Mark-Jackson-96x96.jpg\",\"caption\":\"Mark Jackson\"},\"description\":\"By Mark Jackson Mark is a professional technology writer, IT consultant and computer engineer from Dorset (England), he also founded ISPreview in 1999 and enjoys analysing the latest telecoms and broadband developments. Find me on X (Twitter), Mastodon, Facebook, BlueSky, Threads.net and Linkedin.\",\"sameAs\":[\"http:\\\/\\\/www.ispreview.co.uk\",\"https:\\\/\\\/www.facebook.com\\\/ispreview\",\"https:\\\/\\\/x.com\\\/ispreview\"],\"url\":\"https:\\\/\\\/www.ispreview.co.uk\\\/index.php\\\/author\\\/markj\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"ASA Order EE UK to Qualify Fair Usage Terms on Unlimited Mobile Data Plans - ISPreview UK","description":"The Advertising Standards Authority (ASA) has today ordered mobile operator EE (BT) to ensure that the \"unlimited data\" (mobile broadband) claims on their","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.ispreview.co.uk\/index.php\/2025\/05\/asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans.html","og_locale":"en_GB","og_type":"article","og_title":"ASA Order EE UK to Qualify Fair Usage Terms on Unlimited Mobile Data Plans - ISPreview UK","og_description":"The Advertising Standards Authority (ASA) has today ordered mobile operator EE (BT) to ensure that the \"unlimited data\" (mobile broadband) claims on their","og_url":"https:\/\/www.ispreview.co.uk\/index.php\/2025\/05\/asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans.html","og_site_name":"ISPreview UK","article_publisher":"https:\/\/www.facebook.com\/ispreview","article_author":"https:\/\/www.facebook.com\/ispreview","article_published_time":"2025-05-20T23:00:14+00:00","og_image":[{"width":1000,"height":1000,"url":"https:\/\/www.ispreview.co.uk\/wp-content\/uploads\/2025\/03\/nggallery_import\/EE_Smartphone_5G_User_in_Doncaster_UK.webp","type":"image\/webp"}],"author":"Mark Jackson","twitter_card":"summary_large_image","twitter_creator":"@ispreview","twitter_site":"@ispreview","twitter_misc":{"Written by":"Mark Jackson","Estimated reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"NewsArticle","@id":"https:\/\/www.ispreview.co.uk\/index.php\/2025\/05\/asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans.html#article","isPartOf":{"@id":"https:\/\/www.ispreview.co.uk\/index.php\/2025\/05\/asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans.html"},"author":{"name":"Mark Jackson","@id":"https:\/\/www.ispreview.co.uk\/#\/schema\/person\/de66a8b4e937c21c80e443d1bf9c35d5"},"headline":"ASA Order EE UK to Qualify Fair Usage Terms on Unlimited Mobile Data Plans","datePublished":"2025-05-20T23:00:14+00:00","mainEntityOfPage":{"@id":"https:\/\/www.ispreview.co.uk\/index.php\/2025\/05\/asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans.html"},"wordCount":1064,"commentCount":13,"publisher":{"@id":"https:\/\/www.ispreview.co.uk\/#organization"},"image":{"@id":"https:\/\/www.ispreview.co.uk\/index.php\/2025\/05\/asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans.html#primaryimage"},"thumbnailUrl":"https:\/\/www.ispreview.co.uk\/wp-content\/uploads\/2025\/03\/nggallery_import\/EE_Smartphone_5G_User_in_Doncaster_UK.webp","keywords":["4G","5G","Advertising Standards","EE","Mobile Broadband"],"articleSection":["ISP News"],"inLanguage":"en-GB","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.ispreview.co.uk\/index.php\/2025\/05\/asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans.html#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.ispreview.co.uk\/index.php\/2025\/05\/asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans.html","url":"https:\/\/www.ispreview.co.uk\/index.php\/2025\/05\/asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans.html","name":"ASA Order EE UK to Qualify Fair Usage Terms on Unlimited Mobile Data Plans - ISPreview UK","isPartOf":{"@id":"https:\/\/www.ispreview.co.uk\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.ispreview.co.uk\/index.php\/2025\/05\/asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans.html#primaryimage"},"image":{"@id":"https:\/\/www.ispreview.co.uk\/index.php\/2025\/05\/asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans.html#primaryimage"},"thumbnailUrl":"https:\/\/www.ispreview.co.uk\/wp-content\/uploads\/2025\/03\/nggallery_import\/EE_Smartphone_5G_User_in_Doncaster_UK.webp","datePublished":"2025-05-20T23:00:14+00:00","description":"The Advertising Standards Authority (ASA) has today ordered mobile operator EE (BT) to ensure that the \"unlimited data\" (mobile broadband) claims on their","breadcrumb":{"@id":"https:\/\/www.ispreview.co.uk\/index.php\/2025\/05\/asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans.html#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.ispreview.co.uk\/index.php\/2025\/05\/asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans.html"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.ispreview.co.uk\/index.php\/2025\/05\/asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans.html#primaryimage","url":"https:\/\/www.ispreview.co.uk\/wp-content\/uploads\/2025\/03\/nggallery_import\/EE_Smartphone_5G_User_in_Doncaster_UK.webp","contentUrl":"https:\/\/www.ispreview.co.uk\/wp-content\/uploads\/2025\/03\/nggallery_import\/EE_Smartphone_5G_User_in_Doncaster_UK.webp","width":1000,"height":1000,"caption":"EE Smartphone 5G User in Doncaster UK"},{"@type":"BreadcrumbList","@id":"https:\/\/www.ispreview.co.uk\/index.php\/2025\/05\/asa-order-ee-uk-to-qualify-fair-usage-terms-on-unlimited-mobile-data-plans.html#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.ispreview.co.uk\/"},{"@type":"ListItem","position":2,"name":"ASA Order EE UK to Qualify Fair Usage Terms on Unlimited Mobile Data Plans"}]},{"@type":"WebSite","@id":"https:\/\/www.ispreview.co.uk\/#website","url":"https:\/\/www.ispreview.co.uk\/","name":"ISPreview UK","description":"Top Broadband ISP and Mobile Provider Information Site","publisher":{"@id":"https:\/\/www.ispreview.co.uk\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.ispreview.co.uk\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Organization","@id":"https:\/\/www.ispreview.co.uk\/#organization","name":"ISPreview.co.uk","url":"https:\/\/www.ispreview.co.uk\/","logo":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.ispreview.co.uk\/#\/schema\/logo\/image\/","url":"https:\/\/www.ispreview.co.uk\/wp-content\/uploads\/2020\/07\/ispreview_uk_logo.jpg","contentUrl":"https:\/\/www.ispreview.co.uk\/wp-content\/uploads\/2020\/07\/ispreview_uk_logo.jpg","width":1000,"height":1000,"caption":"ISPreview.co.uk"},"image":{"@id":"https:\/\/www.ispreview.co.uk\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/ispreview","https:\/\/x.com\/ispreview","https:\/\/www.linkedin.com\/in\/mjack\/","https:\/\/bsky.app\/profile\/ispreview.bsky.social","https:\/\/mastodon.social\/@ispreview"]},{"@type":"Person","@id":"https:\/\/www.ispreview.co.uk\/#\/schema\/person\/de66a8b4e937c21c80e443d1bf9c35d5","name":"Mark Jackson","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.ispreview.co.uk\/wp-content\/uploads\/2023\/01\/nggallery_import\/Mark-Jackson-96x96.jpg","url":"https:\/\/www.ispreview.co.uk\/wp-content\/uploads\/2023\/01\/nggallery_import\/Mark-Jackson-96x96.jpg","contentUrl":"https:\/\/www.ispreview.co.uk\/wp-content\/uploads\/2023\/01\/nggallery_import\/Mark-Jackson-96x96.jpg","caption":"Mark Jackson"},"description":"By Mark Jackson Mark is a professional technology writer, IT consultant and computer engineer from Dorset (England), he also founded ISPreview in 1999 and enjoys analysing the latest telecoms and broadband developments. Find me on X (Twitter), Mastodon, Facebook, BlueSky, Threads.net and Linkedin.","sameAs":["http:\/\/www.ispreview.co.uk","https:\/\/www.facebook.com\/ispreview","https:\/\/x.com\/ispreview"],"url":"https:\/\/www.ispreview.co.uk\/index.php\/author\/markj"}]}},"_links":{"self":[{"href":"https:\/\/www.ispreview.co.uk\/index.php\/wp-json\/wp\/v2\/posts\/41813","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ispreview.co.uk\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispreview.co.uk\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispreview.co.uk\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispreview.co.uk\/index.php\/wp-json\/wp\/v2\/comments?post=41813"}],"version-history":[{"count":0,"href":"https:\/\/www.ispreview.co.uk\/index.php\/wp-json\/wp\/v2\/posts\/41813\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispreview.co.uk\/index.php\/wp-json\/wp\/v2\/media\/41229"}],"wp:attachment":[{"href":"https:\/\/www.ispreview.co.uk\/index.php\/wp-json\/wp\/v2\/media?parent=41813"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispreview.co.uk\/index.php\/wp-json\/wp\/v2\/categories?post=41813"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispreview.co.uk\/index.php\/wp-json\/wp\/v2\/tags?post=41813"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}