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Unlimited data?!

I've been wondering this for a while now but why are mobile phone companies allowed to state "unlimited" for the data allowance when most are blatantly not - with most giving you 500mb which, if you own a smartphone is far from unlimited.

I realise that most people now check the small print to see exactly how much data is included but surely they should have to state this clearly and not as "unlimited". Isn't this false advertising?

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