UK - Consumers group supports a ban on the use of "up to" speeds for broadband

[which] Which? believes that providers should not use 'unlimited' claims in phone and broadband advertising where there are restrictions to usage.

The Advertising Standards Authority (ASA) asked the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP), who write the Advertising Codes, to review the use of 'unlimited' claims in telecommunications advertising.

Which? has responded to the CAP and BCAP consultation and set out proposals on the use of 'unlimited' claims in the advertising of broadband and other telecommunications advertising, including mobile broadband and mobile phone calls, texts and internet usage.

Which? responds on use of 'unlimited' claims
'Unlimited' claims in phone and broadband adverts