Rival broadband providers Virgin Media and Sky have once more clashed over claims made in advertising materials.

Sky approached the Advertising Standards Authority (ASA) over suggestions made by Virgin Media in a direct mail piece, which implied that the latter offers better value packages than its rival and that Sky customers cannot receive a single bill for their services.

In response, Virgin Media suggested its delivery of all TV, broadband and phone services down a single line generated cost savings it passes on to customers, while it also only intended to highlight that its own customers could have a single bill.

However, the ASA upheld both complaints and has ordered Virgin Media to not publish the advert in its current form again.

At the end of last month, a separate direct mail piece from Virgin Media was also subjected to sanctions from the ASA.

Sky was also the complainant on that occasion.