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Many broadband users in the UK are not aware of the download allowance featured on their deals, new research has revealed.

According to figures from uSwitch.com, 48 per cent of web users in the UK – which equates to around eight million people - have no idea about the restrictions that may be in place on their packages.

It also revealed that seven million people believe their services are unlimited, despite the fact their usage will be monitored and limited if necessary.

Matt Wheeler, Communications Expert at uSwitch.com, said the use of 'unlimited' on adverts should be banned unless, like Sky, the service has no limits.

"The best advice for customers is to check their fair usage policy and if in doubt, ask their provider to clarify the acceptable usage," he added.

Earlier this year, research by uSwitch.com suggested that O2 has the best customer service record in the broadband industry.

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