Consumers in the UK are being left mystified by broadband providers' claims over unlimited packages, according to one organisation.
Affiliate marketing firm UK Web Media claims that it can be "confusing" when internet service providers advertise their services as unlimited "when they are anything but".
It added it can be more baffling when "a company like Sky" offers a service "which is truly unlimited".
Thomas Newton, lead content writer for the organisation, said: "Many services often advertised as providing unlimited downloads will say somewhere whether a fair usage policy is in place or not.
"But such policies vary from provider to provider, which makes things incredibly confusing [for] customers trying to decide which provider to go for."
He added that there is more transparency being shown by broadband providers in the current market.
Recent figures by the Office for National Statistics showed that 70 per cent of UK households, equivalent to 18.3 million homes, now have internet access.
Of these, 90 per cent had a broadband connection.