Broadband customers 'not understanding limits'

Nearly nine out of ten (86 per cent) customers do not understand the limits on their broadband service, new research has indicated.

A YouGov poll, cited by uSwitch.com, shows that 6.2 million mistakenly think their connection is unlimited, while 7.5 million do not know the size of their limit.

According to uSwitch.com's head of communications, Tim Wolfenden, the blame lies at the door of providers who advertise their products as unlimited, accusing them of "confusing" customers.

"Broadband usage levels have gone through the roof as more and more consumers are using things such as on-demand TV services," he added.

"With so much reliance on broadband, having the service disconnected could feel to someone as serious as having their electricity cut off."

However, uSwitch.com explained that the Advertising Standards Authority (ASA) currently permits products to be labelled as "unlimited" despite them having a fair usage cap.

The cap is only explained in the "small print" of contracts, the price comparison site added.