Guidance for advertisers on making “unlimited” claims in marketing communications for fixed line and mobile telephony and data services. Clear advice on how to stick to the rules in the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (the CAP Code) and the UK Code of Broadcast Advertising (BCAP Code).
Telecommunications service providers may impose limitations on consumers’ usage for various reasons, including the need to protect networks from excessive or unacceptable use. This Advertising Guidance explains when it is acceptable for advertisers to describe their services as “unlimited”, with a focus on limitations such as fair usage policies (FUP), traffic management and network management policies, and acceptable use policies.