EE loses challenge over Revolut’s ‘unlimited’ £12.50 mobile tariff

EE has failed in a challenge to stop Revolut describing its £12.50-a-month mobile tariff as offering unlimited data.

The Advertising Standards Authority rejected EE’s argument that Revolut’s use of “unlimited” was misleading because customers using more than 150GB of data could trigger an investigation under the service’s acceptable-use policy.

Revolut launched its UK mobile service in December 2025 using Vodafone’s network, with the service provided by mobile technology company Gigs.

Its £12.50-a-month tariff was advertised as offering unlimited UK calls, texts and 5G data, with EU and US roaming included.

EE challenged the claim after identifying a provision in the acceptable-use policy covering customers consuming more than 150GB of data.

The policy allows Gigs to investigate customers who exceed 150GB during a subscription period twice or more within six months.

EE argued this meant the service should not be advertised as unlimited.

150GB is not a cap

Gigs told the ASA that exceeding 150GB did not automatically result in customers being charged, throttled, suspended or having their data restricted.

Instead, reaching the threshold twice within six months triggered an investigation into whether the SIM was being used legitimately.

Gigs said action would only be taken where an investigation identified activity breaching its terms, including commercial, fraudulent, unlawful or unauthorised use.

More serious breaches could result in termination.

Revolut endorsed Gigs’ response to the regulator.

The ASA accepted the distinction between a usage cap and a threshold designed to identify potentially abnormal use.

It said legitimate customers exceeding 150GB did not incur additional charges or have their service suspended simply because they had passed the threshold.

Consumption

The ASA also considered how the 150GB threshold compared with normal mobile usage.

Ofcom figures showed average monthly mobile data consumption in the UK was 10.6GB during 2025.

That makes Revolut’s 150GB investigation threshold around 14 times average monthly usage.

Gigs also supplied confidential subscriber information showing relatively few Revolut Mobile customers had exceeded 150GB and fewer still had done so twice within six months.

The ASA said the evidence indicated the threshold did not operate as a routine cap on legitimate customers.

It concluded the investigation process was designed to identify potential misuse rather than restrict heavy users.

The regulator therefore ruled Revolut’s claim that the tariff offered unlimited data was not misleading and rejected EE’s complaint.

New competition

The challenge comes as Revolut attempts to establish itself in the increasingly competitive UK mobile market.

The fintech entered mobile services with an aggressively priced proposition running over Vodafone’s network and enabled by Gigs, which provides the technology and connectivity infrastructure allowing digital brands to offer mobile services.

Revolut advertised the service as providing 5G speeds of up to 100Mbps with “no throttling or hidden limits”.

The ASA ruling means Revolut can continue describing the service as unlimited, provided legitimate customers are not penalised simply for consuming large amounts of data.