The Competition Tribunal has ordered Rogers to pay a $15 million penalty over the way it marketed its Infinite wireless plans as unlimited, closing out a deceptive marketing case the Competition Bureau filed in December 2024. The decision was announced late Wednesday evening, and the Tribunal also directed Rogers to publish a corrective notice and pay the Bureau’s legal costs.
At the centre of the case was the Bureau’s allegation that Rogers advertised Infinite plans as offering unlimited data “despite a significant reduction in speed after using a set amount.” The Commissioner of Competition had sought a $135 million penalty, well above what the Tribunal ordered.
“Canadians rely on accurate and truthful information when choosing essential services such as wireless plans,” said Jeanne Pratt, Interim Commissioner of Competition, in a statement. “Misleading advertising can distort consumer choice, erode confidence in the marketplace, and disadvantage businesses that compete fairly.”
Pratt added that the Bureau looks forward “to the Tribunal publishing the details of its decision in the coming weeks.” Full written reasons are expected within 10 business days.
In a statement of its own, Rogers defended the plans. “We introduced unlimited data plans in 2019 to deliver great value to our customers. These plans eliminated overage fees and gave our customers bill certainty at a time when data use started growing exponentially,” the company said.
The carrier called the plans “commonplace in the industry” and “a significant and positive development for consumers and small businesses,” adding, “We stand behind our advertising and are considering next steps.”
Rogers has pushed back on the case from the start. In December 2024, the company said it was concerned about being singled out for practices it argued were common among carriers, and it formally denied the Bureau’s claims in February 2025.
By the end of that month, the Bureau was still arguing that Rogers’ ads gave the false impression of truly unlimited data. Hearings ran from March 30 to May 1, 2026, before Wednesday’s order.
Unlimited claims in telecom have drawn Bureau attention before. In 2017, the agency published guidance warning advertisers against promising unlimited services that then come with caps or other limits once customers sign up.
Will a $15 million penalty change how carriers advertise unlimited wireless plans?
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