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CAP and BCAP consultations on “Up to” and “Unlimited” Claims

26 January 2011

Phone socketIn 2010 the ASA asked the bodies that write the Advertising Codes (CAP and BCAP) to review broadband speed claims in advertisements as part of a wider look at advertising in the telecommunications sector.

CAP and BCAP are now consulting on their proposals for new advertising guidance on the use of “Up to” broadband speed and “Unlimited” usage claims in telecommunications advertising.

The key issues are whether consumers can actually achieve advertised speeds and “unlimited” usage of telecommunications services as claimed. The objective is to produce guidance for the industry to aid their interpretation of the Misleading Advertising sections of the CAP and BCAP Codes.

The proposals are subject to separate consultations, which will both close at 5pm on Friday 25 February 2011. If you are interested in responding to either of the consultations, please visit the Consultation section of the CAP website.

Written by Sally Ramsden.

Note: This consultation is now closed.


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