AMCU Takes a Stand Against Manipulation: Operators Advised to Revise Their Approach to Advertising “Unlimited” Internet
1 May 10:12
The Antimonopoly Committee of Ukraine (AMCU) issued binding recommendations to Ukraine’s three mobile giants—PJSC “VF Ukraine,” LLC “Lifecell,” and PJSC “Kyivstar”—to cease actions that appear to involve the dissemination of inaccurate information about unlimited mobile internet, the AMCU announced following a meeting on April 30, 2026, according to "Komersant Ukrainian".
Misleading consumers
According to the AMCU website, following market surveillance activities in the electronic communications sector, the committee found that operators use the terms “unlimited” and “unlimited internet” in advertising materials, on websites, and on social media, while significantly reducing connection speeds to a level that may limit full use of online services after a fixed amount of traffic has been used.
“The committee found that while information about such restrictions is provided, it is presented in a manner that makes it difficult to understand—specifically, it is printed in small font, included in reference materials, or accessible via additional hyperlinks,” the statement reads.
Thus, information regarding mobile internet speed limits after a fixed volume of internet traffic has been used is not communicated to the consumer in a clear, accessible, and understandable manner at the stage of deciding to activate a specific tariff plan, which may lead the consumer to expect the absence of any restrictions, including regarding data transmission/reception speeds.
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At the same time, the AMCU found that mobile operators do offer certain tariff plans without restrictions on mobile internet speeds after a certain amount of traffic has been used, but these plans are significantly more expensive.
The Need for Adequate Information
In light of the above, the Committee emphasized the importance of properly informing consumers—in particular, in an accessible manner—about the imposition of mobile internet speed limits after a fixed volume of internet traffic has been used under the tariff plans of PJSC “VF Ukraine,” LLC “Lifecell,” and PJSC “Kyivstar.”
The regulatory measures also took into account the position of the National Commission for the State Regulation of Communications (NCC), according to which “unlimited internet” means the absence of restrictions specifically regarding data transfer volume, even if speeds are reduced after a certain traffic volume is reached.
According to the AMCU’s conclusion, the operators’ actions exhibit signs of a violation of Article 15-1 of the Law of Ukraine “On Protection Against Unfair Competition.”
Operators are required to review the recommendations within 30 days of receiving them.
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