Mobile and broadband providers in Ireland could soon be banned from using the world 'unlimited' to advertise some data plans.
The Advertising Standards Authority of Ireland it to undertake a major review of phone companies' use of the term.
So called 'unlimited' data plans are leading to some customers getting charged extra for going over hidden data limits.
The term has lead to dozens of complaints to the ASAI.
The ASAI says: 'The current situation is that the term ‘unlimited’ can be used when a plan has a fair use policy (FUP) when no more than1% of existing customers on the unlimited plan are affected by the FUP threshold and when customers are advised that they are approaching the threshold. When we receive complaints in this area, we ask advertisers to provide us with data that shows on a month to month basis over the previous 6-month period the number of customers affected. Our expectation is that providers continually monitor the number of users that have been affected and if the percentage who breach the FUP threshold rises to more than 1% of customers on the plan, that the thresholds be adjusted.'