Orange have been criticised over its use of the term "unlimited" used in its advertising for broadband, because they do in fact limit customers to 40GB of monthly downloads and 1,000 minutes of calls. Whilst most customers are unlikely to use anything close to this download limit, it still seems to be false advertising to say there are no limits when they quite obviously are.
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Disclaimer The opinions expressed herein are my own personal opinions and do not represent my employer's view in anyway.