ASA says it's fair to call 250MB "unlimited"

The Advertising Standards Authority has okayed an advert that described 250MB as an "unlimited" amount of data.

The ad, from Carphone Warehouse spin-off e2save, promised "unlimited data" on an Orange contract for the BlackBerry Bold.

But, in the small print was the disclaimer "250MB per month", something a member of the public complained to the ASA about.

But, after consulting with Orange - who claimed the average customer would not go over that limit - the advertising watchdog has deemed that this is fair.

"We considered that the vast majority of customers were unaffected by the data limit, and we therefore concluded that the fair usage policy did not contradict the claim 'includes unlimited data'", stated the ASA in its adjudication statement.