Sky allowed to call broadband "totally unlimited"

Sky pointed to a ruling last year, where the ASA declared a T-Mobile ad misleading because it claimed to offer a "in point of fact unlimited" service, in spite of banning tethering, P2P file sharing and VoIP (Voice over Internet Protocol).

The term unlimited

Sky said speeds had nothing to do with the term unlimited. "Even more Sky said no consumer complaints had been received about their use of the claim 'totally unlimited broadband', in spite of it being used since 2008," the report added. "It believed this indicated that the average consumer understood what Sky meant by the claim and were not misled by it."