The fact that broadband providers routinely advertise their data allowance as unlimited when it is nothing of the sort really grates on Pocket-lint's nerves. Take Orange for example, and its iPhone 4 data plans. It states that there is "unlimited" data for both mobile data and Wi-Fi. But when you take a look at the small print, there is a fair usage policy in place with a 750MB limit.

So it's not unlimited at all is it? It's 750MB. And whilst 750MB may be more than enough data for a mobile phone it doesn't disguise the fact that it's not unlimited. So why does it bother advertising it as such?

Well, hopefully, ISPs won't be able to advertise unlimited plans unless they really mean it in the future as the Advertising Standards Authority has announced that it, along with the British Code of Advertising Practice and the Committee of Advertising Practice, two organisations with the power to frame regulation, is going to launch an investigation into this annoying practice.

“It’s important that we look at this on a broader policy level with service providers, other regulators and consumer groups, rather than relying on individual ASA rulings that focus on a particular service on one platform”, the ASA’s communications and policy manager, Lynsay Taffe said.

Reports suggest that the investigation could lead to the term "unlimited" being banned from ISPs advertisements if they are not actually offering an unlimited package. If that happens, then we'll be mightily chuffed.

Are you on a supposed "unlimited" data deal? If so, what actually is your monthly cap? Give us your thoughts on this issue below.