The consultation sought to introduce new guidance to help telecoms providers with the use of "unlimited" claims. Many providers impose caps or other restrictions on usage of calls, text or data packages. There is a clear risk of misleading advertising and detriment to consumers. 

CAP responded by exploring new guidance to make clear what is acceptable. The guidance requires "unlimited" to be free from limits or constraints, such as caps on usage. Providers may manage data traffic, but only where the impact is moderate and not outside users' reasonable expectations. 
 

Supporting documents:

  CAP and BCAP unlimited claims in telecoms consultation.pdf

  CAP and BCAP unlimited claims in telecoms evaluation of responses.pdf



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