"Throttling" and Dispute of Fair Usage Policy
LoveFilm came in for criticism from users over its claim to offer "unlimited" DVD rentals. Some users reportedly found the company used long delays at the shipping stage to reduce the number of films a month a customer can rent. In 2006, before the merger with ScreenSelect, LoveFilm was subject of complaints to the Advertising Standards Authority over the use of the word "unlimited" in their advertising. The ASA upheld the complaint. It was revealed that they practised throttling, where high-volume customers may experience a greater likelihood of (slower) shipments from alternate warehouses, and selections from lower in their rental list. They are also less likely to receive replacement shipments on the same day a disc is received. The company itself claimed that this "fair usage" policy means all customers get a similar service.
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