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New Guidance on the use of ‘limitless’, unlimited’ or similar, in marketing Communications

The Advertisings Standards Authority have released new guidance on the use of claims such as ‘unlimited’ or ‘limitless’ or words that claim unlimited use or access to an advertised product or service. 

The guidance was created following a review of advertising claims, taking account of submissions by various stakeholders, and taking account of developments in this area.

This guidance is effective from 25th April 2024. A six-month lead in will be permitted to allow advertisers time to amend, if necessary, their advertising.