ASA Conclusion

The ASA noted all the ads made clear that a fair-use policy applied to the service and the level at which the allowance was set. We noted the information provided by Vodafone demonstrated that only a very small proportion of their customers had exceeded the fair-use policy limited and that action was likely to be a request to moderate their usage in the first instance.

We acknowledged that the vast majority of customers used only a small amount of the available allowance and concluded that the existence of a fair-use policy did not contradict the claim "unlimited mobile internet".