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Virgin Media has been forced to alter or cease using one of its direct mailing booklets, after the Advertising Standards Authority (ASA) deemed it misleading.

The promotion in question vowed to provide new customers with "massive savings" on its TV, broadband, calls and mobile, including half price services until January next year.

The wording of the advertisement stated that people would pay "just £4 a month for 6 months then £8 a month with a Virgin Phone line for £14.99 a month" - something that many customers presumed meant that they would enjoy a discount on line rental.

However, this was not the case and, even though Virgin Media made it clear on the reverse of the advertisement that the half price discount was "not applicable to line rental", the ASA has ruled that the main graphic was misleading.

"Because we considered that most consumers reading the claims on the front cover of the booklet would understand that the half-price saving applied to all the packages within, and include line rental charges where applicable, we concluded that the ad was misleading and in breach of the Code," the ASA said in a statement.

The ASA has - not for the first time - now ordered Virgin Media to make clear if line rental charges are excluded from its offers in all advertising.

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