Virgin Media's 'The Mother of All Broadband' adverts have once more been protected by the Advertising Standards Authority (ASA).

The marketing campaign for its 50Mb broadband service, which was fronted by actor Samuel L Jackson last year, has already been the target of complaints by rival internet service provider (ISP) BT.

This time however, it was Sky Broadband which raised concerns with the advertising watchdog, none of which were ultimately upheld.

Sky Broadband's main issue was that the claims "The Mother of all Broadband" and "It's Future Proof" were misleading.

The broadband provider argued that the first is based on indicators that are insufficient to suggest Virgin Media broadband is superior to its rivals, while the second implies a level of extra preparedness for the future over other ISPs that cannot be proved.

However, the ASA responded: "We considered that readers were likely to understand that Virgin were highlighting that their broadband services were based on a technology that was superior to ADSL broadband.

"Because Virgin had made the basis of their claim clear and had shown the inherent advantages of fibre optic based networks, we concluded that the ad was unlikely to mislead."

In July, BT suggested that Virgin Media's claim its fibre-optic service was the "fastest broadband in the land" was actually false because of trials being run in Kent to provide users with 100Mb speeds.

However, the ASA ruled in favour of Virgin Media because its service is already available to more than five million households, while BT's trial was only rolled out to a limited number of people in the south-east.

To sign up for the 50Mb service, visit Top 10 Broadband's Virgin Media page.