Virgin Media forces BT to pull misleading broadband ad


Virgin Media forces BT to pull misleading broadband ad

Antony Savvas

Virgin Media has got its own back on BT by successfully getting the Advertising Standards Authority to force BT to pull a broadband ad.

Earlier this year, BT successully went to the ASA over Virgin claims on broadband speeds.

This time, Virgin went to the ASA complaining about a BT ad which claimed BT had been named as the "Best performing Broadband provider, again", among leading UK ISPs.

The small print in the ad, however, pointed out the performance benchmark was measured among ADSL broadband providers.

As Virgin is a cable modem broadband provider and ISP which does not use ADSL technology, it complained to the ASA that it could not be included in the benchmark tests.

As Virgin was a major UK ISP and broadband provider, the advert was misleading, claimed Virgin. The ASA upheld the complaint.

BT must now pull the ad or modify it by qualifying its claims more prominently.

The ASA said, "The ad must not appear again in its current form. We told BT to ensure that future ads featuring a "Best Performing Broadband" type claim should be immediately qualified by the term 'ADSL', if the claim was specific to ADSL broadband."

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