The UK Advertising Standards Authority (ASA) has confirmed that it will be helping to review the marketing strategies utilised by mobile broadband providers.
The regulator's review will focus on mobile operators and network providers' use of the word "unlimited" to promote their data products.
Lynsay Taffe, communication and policy manager at ASA, has said that ASA is looking into how the mobile broadband providers advertise their services.
The review will be held by the Committee of Advertising Practice (CAP) and the British Code of Advertising Practice (BCAP). The ASA will only review specific cases.
Taffe said: “We’ve looked at a number of complaints about individual ads in the telecoms sector regarding access speeds and usage limits, and found that applying a single policy to how telecoms providers advertise can pose significant challenges.”
According to marketing resource New Media Age, if a regulatory decision is made on the promotional activities of mobile service providers in the United Kingdom, companies including Vodafone, O2 and Orange will have to show greater transparency in their marketing campaigns, advertising a clear usage limit.