Advertising for Pipex's new broadband packages features clearly stated download limits in place of unlimited download claims.
The broadband provider said the move is intended to introduce an easier to understand pricing portfolio in response to "usage becoming increasingly important to customers and ISPs".
The new Pipex Mini and Pipex Max packages will now have download limits of 2GB and 10GB respectively.
Meanwhile, the Pipex Max bundle will have a fixed limit of 30GB, while downloads for the top-of-the-range Pro package are pegged at 100GB.
However, customers of all packages can top up their download allowance through paying an extra £3 per month per 3GB.
New customers will also be offered a 30-day money-back guarantee, through which they can cancel at any time without being punished by fees.
Pipex was voted the number one broadband provider for ease of use and quality of connection in a 2006 poll conducted by price comparison website Uswitch.com.