Unlimited information strategies are expected to be vital in driving international use of 5G networks, as the high-speed cellular technology gives users the capability to blow through minimal information plans within minutes of commencing their month-to-month service. European carrier Vodafone has currently run afoul of the United Kingdom’s Marketing Standards Authority (ASA) with advertisements that misguided viewers about its unrestricted 5G service rates, resulting in a restriction that might deter other providers from employing similar strategies.

Vodafone’s ads tried to blur the lines between the peak speeds of several “endless” strategies, initially recommending that customers might get 5G service “from only ₤23($30) a month.” Contrasting information went over “endless lite,” “unlimited,” and “limitless max” plans that were apparently all available with 5G, however in small text the carrier divulged 2Mbps and 10 Mbps speed caps for the first two strategies, while just the “max” plan included full 5G speeds.

These 5G marketing distinctions– and regulators’ reactions to them– are necessary because providers around the world are beginning to provide similar strategies to win and maintain customers in the 5G period. In 2015, Verizon debuted numerous “endless” 5G plans with puzzling functions, while Sprint marketed simpler strategies that just included 5G on top “premium” tier. Chinese and South Korean providers have actually been more aggressive in 5G rates.

Competing U.K. providers Virgin Media and Three asked the ASA to figure out whether Vodafone’s usage of the term “unlimited” was misleading, consisting of in reference to 5G data speeds, and the ASA concluded that it was. Even though the amount of data was endless, Vodafone’s ramification that users could delight in 5G speeds for ₤23($30) monthly deceived audiences, as did versions of the advertisement that either didn’t discuss 4G/5G speeds or implied that “unrestricted lite” users would enjoy 5G speeds when 5G hardware became available.

While Vodafone’s punishment in this case was a slap on the wrist– a ban on the very same advertisements running again and a requirement that 5G speed limitations be immediately divulged for expected 5G “unrestricted” strategies– the ASA action need to function as a cautioning to other providers regarding misleading marketing of endless 5G service. Using the word “unrestricted” may have been easy in the 4G period, however customer expectations are changing for 5G, so truthfully disclosing peak information speeds up front will assist carriers lower both client frustration and the possibility of regulative intervention.