Mobile phone operators have been asked to provide clearer limits on their internet service by Lewis Shand Smith, the chief ombudsman. With this new announcement, the most controversial marketing word 'unlimited' could once again become a topic for debate.

Committee of Advertising Practice has permitted phone companies to use the word unlimited provided the customers are made conscious about the restrictions. The committee said that the restrictions should not affect the typical user. According to Lewis Shand Smith the typical mobile internet user is changing due to the increased adoption of smart phones. By next year, majority of the UK population will own a smart phone and more users will use internet service on their handsets.

Operators are working hard to meet the demanding internet needs of the users. Now operators are turning away from offering unlimited data. Previous years, saw mobile phone operator O2 calling off its unlimited data plans. Another provider to cap the internet services was Vodafone.

Currently, Orange offers unlimited evening and weekend data package with 1000MB per month data capacity. If the customer exceeds the data limits, Orange will block the service, cuts down speed and may remove the offer. Three on the other hand has been offering genuine unlimited data as their network has just 10% of UK subscribers.