Orange has boosted the appeal of its broadband deals by removing the fair usage policy from its unlimited home internet plans.
The broadband provider will now allow subscribers to download as much data as they want each month, with no penalties for consumption previously deemed excessive.
According to ISPreview.co.uk, Orange has taken the decision as it steps up efforts to expand in the home broadband sector.
The firm said it was looking to cement its position as "the UK's best value unlimited broadband and calls provider".
Orange has previously faced criticism over the vagueness of its fair usage policy, but this should no longer be an issue for home broadband subscribers.
The broadband provider told ISPreview.co.uk it would no longer charge customers more, no matter how much data they consume.
Meanwhile, Orange has launched a new three months' free broadband and calls deal, as it bids to attract new subscribers.
An introductory 50 per cent discount is available to households taking out the firms Orange Broadband & Off Peak Calls and Orange Broadband & Anytime Calls packages.
With Broadband & Off Peak Calls, which costs £7.50 per month in Orange-networked areas and £12.50 per month outside, customers receive up to 20Mb download speeds and free, unlimited off-peak landline calls.
In addition, a free wireless broadband router is included, while subscribers also receive free caller display and voicemail services with their Orange landline.
A line rental fee of £11.50 per month also applies to all customers taking out the broadband deal on an 18-month contract.
For households signing up for Broadband & Anytime Calls, download speeds of up to 20Mb are accessible, alongside a truly unlimited usage allowance.
Customers can use their Orange landline to make UK calls at any time, with free user display and voicemail included, plus a free Wi-Fi router.
The full monthly cost for this broadband deal is £15, however households based in Orange-networked areas receive a £5 per month discount.