18 July 2007
Virgin Media is being investigated by the Advertising Standards Agency (ASA) into claims that its recent advertising campaign misleads customers, it has been revealed.
According to the Times, the ASA is looking into claims that the publicity for Virgin Media's broadband connection, which includes the tagline "Truth, Lies, and Broadband" is deceptive.
The adverts which have been placed in national newspapers, online and on the radio state that the company's broadband is "delivered via a fibre optic cable, meaning it is officially the fastest and the best-performing broadband available".
Yet, the Times reports that Virgin's fibre optic network is not as widespread as it claims, as the vast majority of its broadband customers are actually receiving the high-speed connection via a standard copper cable.
Indeed, the fibre optic network that Virgin Media claims to use actually stops at street level.
Talking to the newspaper, Matt Wilson, a spokesman for the ASA, said: "We have assessed the complaints and we believe that they are of sufficient merit to launch an investigation.
"We have written to Virgin Media asking it to provide evidence to substantiate its claims," he added.
This latest development is another in a series of recent high-profile incidences for Virgin Media.
It is currently embroiled in a long-running battle with Virgin Media over payment for some of BSkyB's basic channels, which meant customers saw programmes including Lost and 24, being pulled from their screens.
Furthermore, Virgin Media customers could also see their cable provider's name changed in the near future.
Recent reports suggest that the private equity company Carlyle, hot-tipped to take over the firm, is set to cut the firm's link with the Virgin brand if the deal goes ahead to try to salvage the company's relationship with BSkyB.
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