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250Mb = Unlimited

The Uk’s Advertising Standards Agency has decided that an advert by e2save describing a 250Mb monthly data limit as ‘unlimited’ is ok. As far as I know this is the lowest ‘unlimited’ allowance yet, and once again the ASA demonstrates it really doesn’t care about consumers being mislead. It’s bad enought that broadband providers can slap an unlimited badge on any limit they like, now telecoms providers can do the same. PCpro covered the story (having lead a crusade recently for clearer advertising) with details that e2save claim 1MB of mobile data would allow 160 WAP pages, 100 short emails, four video clips or three music tracks. That’s music of a quality I would not want to listen to, and does anyone use WAP now? If you’re looking for a mobile data plan, look somewhere else. Oh, and could we have a market regulator with some backbone?

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