The Advertising Standards Agency (ASA) has reminded one ISP of its obligations after the firm was found to have made misleading claims.
Redten was found to have misled customers by advertising packages offering "unlimited broadband" and "unlimited internet downloads".
The inaccuracy centred around the fact that the connection of Redten customers who had signed up to the deals would slow down to dial-up speed once a cap of either 5GB or 15 GB had been reached.
An ASA spokesperson explained: "Because we had not seen evidence to show that the download cap excluded on atypical users, or that customers were able to obtain an upgrade to 24 Mb/sec free of charge, we concluded that the claims 'unlimited broadband', 'unlimited downloads' and 'free upgrade to 24 Mb broadband' were misleading."
The ASA received a total of seven complaints before it decided to take action.