Posted: 19th Aug, 2010 By: MarkJ

Mobile operator Orange UK (Everything Everywhere) has today joined rivals O2 and Three (3) in becoming the latest provider to drop promotions of "
unlimited" Mobile Broadband data allowances, albeit only for its
Apple iPhone 4 tariffs.
An Orange Spokesperson told ZDNet :
"It's worth noting that [approximately] 1% of our mobile customers use [approximately] 20% of our network capacity. Therefore, this move will help us address that imbalance to ensure a fair resource for everyone, with data bundles on offer for those who wish to download more."
All of the recent moves are believed to have been triggered, at least in part, by the Advertising Standards Authority (ASA) and its review into how internet services, specifically those offered by consumer broadband ISP and mobile operators, are marketed. The review itself will take a comprehensive look at the use and abuse of misleading broadband speed and "
unlimited" claims (
full details).
Similarly Ofcom has also made a number of recent moves that seek to toughen the rules governing how ISPs advertise the speed of their broadband connections (
here), service coverage (
here) and also the abuse of vague
Fair Usage Policies (FUP) and confusing
Traffic Management measures (
here).
So far only Mobile Broadband services have seen adjustments to how their services are advertised. More than a few of Orange's customers would also like to see the provider being more open about how it promotes "
unlimited" usage on its fixed line broadband packages too.