Choice spokesman Christopher Zinn says the consumer advocacy group recently attempted to compare mobile phone plans and gave up.
“We declared it impossible to compare them,” he says.
Ms Freeman says the plans and the language used in them are too difficult to understand.
”So people are just going by their gut; they are going by whoever is the biggest provider; they are going by which provider has the cutest animal in their ad,” she says.
“It’s a deliberate strategy to make things difficult – a rational human being cannot choose a mobile phone plan at the moment.”