While sunning yourself on a deckchair with a cocktail in hand you could have cost yourself a small fortune by uploading a quick snapshot to the internet. Those days should now be over for many popular destinations but it is wise to check the T&Cs, as Philip Cullinane explains
There have been many horror stories of families jetting off for a fortnight in Fuengirola and coming home to sky-high mobile phone bills costing more than the holiday itself.
But anyone lucky enough to be heading to the continent for a summer getaway should now only be charged the same cost as using a mobile phone at home.
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From today you can use your bundled texts, minutes and mobile data anywhere in the EU meaning tweets and snapchats can be sent from locations like Barcelona and Berlin for no extra cost as Burslem. This will apply to both pay-as-you-go deals and monthly contracts.
However, the new rules only apply in EU member states so you will need to keep your wits about you for such trips to the pristine Adriatic coast of Montenegro, the dramatic landscape of Iceland, the popular Turkish resorts or far-flung destinations like the U.S. And if and when Brexit happens, expect the situation to be flipped on its head again.
With companies like Plusnet charging an astonishing 8 per megabyte of data with the average webpage being around 2MB, a quick jaunt to Instagram could end up being a dear do if you're not on your guard.
One such holidaymaker to be caught out was Helen Christie, a mother from London, who was charged 20,000 in 2013 for uploading her snaps to Facebook while in Turkey.
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Consumer watchdog Which? is now warning families of the potential pitfalls and to brush up on your knowledge of the EU while Britain, for the time being, remains a member state.
Alex Neill, Which? managing director of home products and services, said: "Many will reap the benefits of these changes and will no longer be put off by expensive roaming charges.
"However, it is important that you take a close look at what is or isn't included in your current mobile deal. Not knowing what's included in your tariff could lead to some surprising charges on your next bill."
Travel agents believe clarity on data roaming charges while in the EU will help give customers peace of mind.
Beverley Rommelrath, manager at Regent Travel in High Street Stone, said: "We do get asked from time to time about data roaming charges. It is something some people worry about.
"Our advice is to always check with your supplier because there are so many different companies with changing policies we cannot keep track.
"It is definitely a good thing to have no different charges in Europe because it will stop confusion and any nasty unexpected bills."
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Families in Stoke-on-Trent planning to swap an English summer for some Mediterranean sunshine welcomed news they can now keep their social media profiles up-to-date and upload an envy-inducing selfie while on the beach in Benidorm or an Ayia Napa nightclub.
Lara Wallace, aged 37, of Chell, said: "I have been stung before for using my mobile phone while on holiday.
"It cost me over 100 for using the internet. I was hit with the extortionate prices.
"I am really glad about this as I like to put photos up, check in on Facebook and use the maps to know where I am going.
"This has come just in time for me as I am going off on city breaks to Europe this year and now I won't be worrying about my data charges."
Emma Jones, aged 45, of Stone, said: "It is really good news that you will be able to use your phone without worrying.
"It has been a concern for me before while on holiday when using social media or checking maps. It will be one less thing to think about."
Ernest Doku, uSwitch telecoms expert, said: "All signs point to worry-free global roaming becoming a new battleground amongst providers."
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