There is a sense that for the Advertising Standards Authority to start making rulings against adverts that sell broadband as unlimited but have hidden caps, it should make those campaigning for honest selling of broadband celebrate. Unfortunately the latest ruling by the ASA does not seem to provide a specific ruling as Redten Communications made no response to ASA enquires.
The ASA received seven complaints about a website promotion for Redten's broadband packages, which claimed unlimited broadband and a free upgrade to 24Mb broadband. People challenged whether the service was unlimited as their broadband speeds were reduced to dial-up speeds after 5GB and 15GB of usage. Also one customer inquiring about the free 24Mb upgrade was informed the free upgrade was not available for free.
Unfortunately no response of any kind was made by Redten Communications, and thus the fact the ASA has upheld the complaints is something of a hollow victory. The ruling concludes that in the case of Redten the claims of unlimited broadband and downloads along with the free upgrade to 24Mb broadband were misleading.
Redten has had a series of ups and downs recently, their website is currently not active, but recent news from ISPreview.co.uk reveals that the service is likely to return as Fatcat Internet. One can but hope that the soon to emerge Fatcat service, will learn from rulings like this and the problems that Redten had, but history suggests that this can often be a vain hope.