Aren't we all a little tired of companies and related marketing arms bending the truth to drive sales and then creating new words to confuse consumers?
We had HD, then Full HD and now, wait for it, TRUE HD.
We had 4G to the extent that the authorities changed the definition.
Now we have the same with Uncapped.
The ASA is clear on the matter.
4.2.1 Misleading claims
Advertisements should not contain any statement or visual presentation which, directly or by implication, omission, ambiguity, inaccuracy, exaggerated claim or otherwise, is likely to mislead the consumer.
When the consumer looks up uncapped, the very definition is "NO CAP". Yet we have companies talk about "Acceptable Usage Policies" and creating a new term "Limitless" to cover up the mangling of the consumers' trust. Even the ASA has got onto the bandwagon by using the phrase, "However, it is accepted that instances of throttling or shaping may well occur at some threshold levels to ensure sustainability of the service for all customers."
Really? Now the authorities are getting involved in changing the dictionary.
Should be simple.
CAPPED : A packages that allow you a predetermined amount of data, but terminates the connection once you reach this predetermined limit.
SOFT CAPPED : Once you have reached the predetermined limited, the connection will be reduced by throttling, more aggressive shaping and/or both.
UNCAPPED : NO LIMIT
However, all three packages could be SHAPED or UNSHAPED and this is where the ISPs can compete on service for their customers.