The Advertising Standards Authority has asked the Committee of Advertising Practice and the Broadcast Committee of Advertising practice to review the current rules. This review is especially, to be focused on using the term `unlimited' in an advertisement given by the fixed and mobile operators.

An ASA spokesman told ZDNet UK on Friday that ASA had made this request, last month. The request was made keeping in mind the fast evolving nature of the telecom sector. He said that with this growing nature of telecom, consumer expectations are also changing.

It is very common that telecom Companies, in advertisements offer their unlimited services but later on, the applied term and conditions tend to limit all those services.

Lynsay Taffe, the ASA Communications and Policy Manager in a New Media Age Article said that there is a need of wider policy for the word unlimited. This word unlimited is used in relation to data usage.

"We've looked at a number of complaints about individual ads in the telecoms sector regarding access speeds and usage limits and found that applying a single policy to how telecoms providers advertise can pose significant challenges", Taffe said.

At present, operators are also avoiding the unlimited offers. Mobile operator O2 has also stated that it will have to review its data plans once again, as the new smartphones tend to use more data, than the earlier models.