"It is understood that the upcoming ASA ruling will ban The Carphone
Warehouse from using the word "forever" in advertising, because after a
period of around six months the broadband offering becomes part of an
inclusive package.

And it is understood that it the ASA is determined that the word "free"
cannot be used in offering broadband as part of a brand new package -
it can only be referred to as "free" if it is offered on top of an
existing package at no extra cost."

http://business.guardian.co.uk/story/0,,1820905,00.html