Internet service provider (ISP) Be Broadband has reiterated its commitment to providing "unlimited and unthrottled" web services.
The firm, a subsidiary of O2, said its offering is different to that provided by the majority of UK ISPs, in that subscribers are not subjected to monthly data allowances or speed caps.
"Our products, pricing, support and network are designed to deliver an unlimited and unshaped broadband experience," the company stated.
"You decide which web services you need to use and we never throttle your speed artificially."
Be Broadband said that UK consumers are generally happy to pay slightly more to receive a high quality broadband service, recognising that getting value for money "is not the same as getting it as cheap as possible".
The firm said it believed customers are looking for genuinely unlimited broadband, and are happy to pay a slight premium if necessary.
Last month, Be Broadband launched a new loyalty scheme, offering £20 of account credit to existing subscribers for each new customer they attract.