A complaint made by BT relating to an advertising campaign conducted by rival broadband provider Virgin Media has been upheld.

The Advertising Standards Authority decided that the 'Hate to Wait?' advertisement, which ran in national newspapers, should be banned after it was found that download times quoted in a table were in effect inaccurate.

BT had suggested that the figures, which gave download times for music and TV shows, were misleading due to download speeds at peak times being subject to Virgin Media's usage caps.

According to the BBC, Virgin Media said in a statement: "We believe our Hate to Wait campaign provided a simple and transparent comparison between broadband speeds for consumers looking to choose between Virgin Media's M, L and XL broadband packages."

The company was forced to change the ad to reflect the speed of downloading a TV show more accurately, but insisted their traffic management system "only focused on the heaviest downloaders and uploaders".