Ad board tells Mint Mobile it should stop abusing the word ‘unlimited’



Mint Mobile says it will comply with the board’s decision. | Image: Mint Mobile

The National Advertising Review Board has denied Mint Mobile’s appeal defending its use of the word “unlimited” in its advertising since its unlimited prepaid plan includes a high-speed data cap of 35GB per month. That’s not unusual — most unlimited plans include a cap on high-speed or “premium” data — but Mint actually slows customers down to unreasonably slow 2G speeds after 35GB. That is unusual, even in an industry that has rendered the term “unlimited” virtually meaningless, and the ad board sides with AT&T’s argument that it’s slower than a customer would reasonably expect.

Carriers and MVNOs have throttled heavy data users more or less since unlimited plans made a comeback. And to be sure, the vast majority of wireless customers…

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