Virgin Media has once again been rapped by the Advertising Standards Authority (ASA) over misleading claims about its broadband services.

The complaints which led to censure from the ASA came both from customers and from Sky, with whom Virgin has recently become embroiled in something of a spat.

Sky disputed the print, internet, TV and radio advertising campaign's claims that Virgin Media offers "Super-fast 10Mb broadband - with unlimited downloads" on the grounds that such speeds were only achievable in optimum conditions.

Meanwhile, members of the public raised complaints about the "unlimited downloads" claim, which the ASA upheld.

Virgin Media admitted that its speeds were only achievable most of the time and that the phrase up to had been omitted from advertising's claims due to an oversight.

Earlier this month, Virgin Media was censured by the ASA for making claims deemed to be similarly misleading about the speeds of its broadband service in a direct marketing campaign.