Wednesday, May 10, 2006
Know your limits
The Advertising Standards Authority in the UK has an interesting definition of the word "unlimited," as demonstrated in this complaint against Vodafone's laptop card advertising. It's apparently acceptable to use the word "unlimited" if you make it clear that this actually means 1GB, and as long as you haven't levied additional charges or churned off violators. I find several things strange here. Average usage on the datacard product is apparently "a small fraction" of the 1GB limit, but I find this hard to imagine, or maybe the average user has "your father's" internet habits - mark my words that will change. I also find it strange that the industry regards 1GB as a generous limit, because for a product so far taken up mostly by corporate road-warrior types I don't think that's very much - my slides for VON San Jose alone were 45MB, and if I were to do Skype file transfers to ten other people, I'd eat up a huge chunk of my monthly limit, risking intervention - except that it appears that not many people have crossed that line and that Vodafone apparently doesn't enforce its own rules very vigorously.