I think advertising is bullshit in general. Yogurt commercials talking about probiotics and whatnot. But that's a much bigger debate, and I suspect we agree on that front. But if we define "false advertising" to exclude most U.S. advertising, I think it excludes Verizon's data plans as well. It's technically true because they don't cut you off after a certain number of MBs. That's all advertising has to be in the U.S.

(And as a practical matter, it's not even really misleading for the typical consumer. I've never looked at my bandwidth usage after switching to Verizon's "unlimited" plans, despite having very heavy cell phone users in my household. Even if I'm exceeding the soft limits, where I live I never run into congestion that would lead to throttling. The marketing accurately conveys that the typical consumer can stop worrying about overages. Which is a lot better than the promises made by yogurt commercials.)