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The Advertising Standards Authority (ASA) has upheld complaints that two Virgin Media advertisements were "misleading" and has told the firm not to run them again.

While the print advertisements had only attracted a single consumer complaint, they had come in for criticism from BSkyB (Sky).

In particular, Sky had complained over an advertisement that compared a Virgin 2 megabytes per second (Mbps) package with an 8Mbps package offered by the broadcaster.

The ASA upheld Sky's complaint that this was an unfair comparison on the grounds that comparing Virgin's prices to those of Sky's own 2Mbps service would be more comparable.

A statement from the ASA said: "Because Sky's 2Mbps broadband service was a more comparable service to Virgin's advertised 2Mbps service than Sky's 8Mbps broadband service, the comparison was unfair and likely to mislead."

The ASA also concurred that a second Virgin print ad had misled customers into thinking that the price of a £30 package was for a limited period only and was not the standard price of the service.

Meanwhile, another Virgin ad which ran on commercial radio came in for criticism from the ASA for claiming Sky's service was affected by prominence to its unbundled telephone exchanges, without mentioning that the speed of its own fibre optic technology can be impaired when usage is heavy.

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