Unlimited My Arse

You have all seen the adverts from phone and broadband companies where they are offering you unlimited this or that. But is it really unlimited?

While I was making comparisons for a new mobile phone, I was informed that I can get unlimited texts or unlimited data downloads. Yet looking at the small print, I learnt that sometimes the word “unlimited” doesn’t necessarily mean the best deal.

For example, Vodafone advertised with a cap of 1GB on Internet browsing, while Orange and O2 advertise as unlimited. You would automatically think that the latter companies are offering the better deal. However, when you look at the small print it states that there is a limit of 750MB under the fair usage policy, so in effect, it isn’t unlimited and they are offering the worst deal.

Now “unlimited” has been around for a while in these types of adverts, but does this necessarily mean that it is acceptable?

Accordingly, to Vodafone it is. In relation to their fair usage policy for text messages, they stated on a forum:

The text usage is not limited, as we do not prevent you from using more that the fair usage policy. You would not be automatically charged for going over this amount.

If we do determine that you are exceeding this amount on a regular basis and thus abusing the fair usage policy then we would contact you regarding this before any action is taken or additional charges are applied.

The fair usage policy would be the same for other services and companies.

On the other hand, you could argue, that those who exceed the limit on a regular basis are being penalised because they are not getting the unlimited service they were advertised.

As the dictionary states:

un⋅lim⋅it⋅ed
–adjective
1. not limited; unrestricted; unconfined: unlimited trade.
2. boundless; infinite; vast: the unlimited skies.
3. without any qualification or exception; unconditional.

Let’s get something straight, I am not against the Fair Usage Policy. In fact, I think it’s extremely wise that companies do provide a limit. However, I am against the use of the word “unlimited” to promote a service when it isn’t.

Why do companies not advertise the ‘Fair Usage Policy’ amount in the section it is related to instead of the word ‘unlimited’? That way all customers are clear about what they are actually signing up for. They can still apply fair usage for those that exceed the limit occasionally.

The reason is greed. In my opinion, they want people to exceed the amount so they can charge them. They know a lot of people will not read the terms and conditions and be aware of the limits, and once they have signed the contract and are outside the cooling-off period they are stuck for the agreed period of time. Plus, advertising the true limits shows that the deal you are being sucked into is just not as good as you think.

I have a feeling that nothing will be done, but I have complained to ASA because the word “unlimited” is used when there is a limit. I know I am not the only person to make a complaint about this as I was informed when I queried about it. Maybe one day, they may actually act upon it.