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Three Virgin Media advertisements will not be run again after the Advertising Standards Authority (ASA) upheld four complaints relating to the commercials for the provider's new 50Mb broadband service.

The complaints, made by Sky centred around Virgin Media's apparent rubbishing of the copper wire network still used to supply ADSL broadband to many Brits.

One claim made was that "old-fashioned copper phone wires that other broadband companies use, are struggling to cope".

Sky said that this could be misleading, pointing out that its own copper-wire network was not "struggling to cope with demand".

The ASA agreed that this claim could be misconstrued by members of the public and upheld the complaint along with three others of the five made.

Virgin Media will now have to either reword or remove three of its commercials in light of the ASA's decision.

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