Virgin Media has been forced to withdraw adverts which have been found to mislead customers over speed.
The broadband provider released two posters and a national press ad, which all claimed the 20Mb fibre-optic service being offered was "the fastest broadband in the UK".
BskyB challenged this statement, arguing that the Epitiro data the boast was based on only applied to members of the "broadband benchmarking company".
Two members of the public also pointed out that some providers were offering speeds of up to 24Mb.
It was found that Virgin Media were referring to throughput speeds rather than the 'up to' download speeds usually advertised.
Because customers were used to seeing speeds in these terms, the ASA concluded that customers would falsely believe that Virgin Media broadband's download speeds could not be matched.