Advertising body to review use of word 'unlimited' after getting 20 complaints linked to phone and broadband providers

The Advertising Standards Authority for Ireland (ASAI) has received 20 complaints in 18 months from the public relating to phone and broadband providers advertising products as "unlimited" when they actually included caps.

Many Irish operators, including Eir, Vodafone, Three and Virgin, advertise broadband or mobile phone services as 'unlimited' or having 'all-you-can-eat data' but include caps. Exceeding these caps - so-called "fair usage charges" - can result in costly penalties for consumers, though many are unaware that the limits even exist.