Sky has been accused by its broadband and TV rival Virgin Media of exaggerating claims made in its advertising.

A complaint was sent to the Advertising Standards Authority (ASA) recently which saw Sky criticised for suggesting Virgin Media and BT customers could cut their broadband and phone bills by around 50 per cent by switching to its services.

However, such claims were not fully upheld by the authority, which claimed any comments made on the promotions were not misleading.

Only one part of the advertising was sanctioned, as the ASA told Sky to remove the suggestion that Virgin Media and BT's line rental offerings are 20 per cent more expensive than its own.

This is not the first time that Virgin Media and Sky have shared differing views on an issue.

The former came out in support of Ofcom's plans to control the pricing structure used by Sky to sell its premium sports and film channels to other companies.

In contrast, Sky claimed the proposals were "extreme and unprecedented".