AMCU orders Kyivstar, Vodafone, and Lifecell to review recommendations for advertising ‘unlimited’ internet

The Antimonopoly Committee of Ukraine (AMCU) issued binding recommendations to three Ukrainian mobile giants – PJSC VF Ukraine, LLC Lifecell, and PJSC Kyivstar – to cease actions that indicate the dissemination of inaccurate information about unlimited mobile internet, the AMCU reported following its meeting on April 30, 2026.

As reported on the AMCU website, following monitoring activities in the electronic communications market, the committee found that operators use the terms "unlimited" and "unlimited internet" in advertising materials, on websites, and on social media, while at the same time, after using the fixed traffic volume, significantly reducing connection speeds to a level that could limit the full use of online services.

The AMCU noted that information about such restrictions, although provided by operators, is placed in small print, in reference materials, or via additional hyperlinks, which makes it difficult to understand when choosing a tariff plan.

The Committee also found that tariff plans without speed limits after the traffic is exhausted do exist with the aforementioned operators, but are significantly more expensive.

The AMCU concluded that the operators’ actions constitute a violation of Article 15-1 of the Law of Ukraine "On protection from unfair competition."

Operators are required to consider the recommendations within 30 days of receiving them.