[MovedGoalPosts]

About time too that ISPs are getting reined in by the ASA over their misleading use of unlimited as a headline word to describe their overall package.

The use of "Unlimited" was originally misused by ISPs to mean "always on" way back in the days when broadband was first becoming a new thing, and replacing dial up. Even back then it was misleading as there were use caps applied. The consumer simply sees the word, and applies the dictionary definition, and won't expect the small print that says all is not what it seems.

As time moves on the potential speeds of services have increased. But restrictions from some providers remain. Virgin Media may have a potentially fast network, but ultimately people want to be able to make use of it. You subscribe to the higher speed services, because you want that speed, and you want to be able to use it when you want to use it, not when the provider says you can have it. It's one thing to be trying to download the internet, which might not be reasonable, but numerous times have I heard people state they can't download the latest set of game updates or whatever because they are frightened of then being STM'd when they wanted to be gaming or whatever.

Throttling users may be an essential part of Virgin Media's current network setup. But it really needs to be clearer that there are restrictions on speeds if you overdo things. Personally, I'd rather have a slower, but higher capacity responsive network, that paying for a high speed so that if I do get throttled I can still have an acceptable speed.