The Guardian reports that BSkyB (Sky Broadband) will support the recent removal of usage restrictions from its MAX (up to 16Mbps) package by promoting its new "truly unlimited" credentials (vague acceptable use policy [AUP] not withstanding) in a major advertising campaign (original news). The campaign will include TV, press, direct marketing, digital advertising and should begin before the end of this month.


Mind you, many would be quick to point out that the reason most UK ISPs no longer promote the kind of "truly unlimited" service Sky aim to achieve is because of the serious detriment it can have to service quality.

Even with the price advantage of an unbundled (LLU) platform, Sky would be unable to cope if many of its users suddenly began downloading hundreds of Gigabytes’ (GB) per month, which is exactly what such promotions can trigger.

Sky may also be risking its growing credentials as a reliable ISP, which has built up slowly following a shaky launch. The provider clearly hopes that its AUP will be enough to stave any excessive use, although as others have found to their cost, this can sometimes cause an even bigger pile of negative PR.