Sky has been advised by the Advertising Standards Authority (ASA) not to show one of its broadband adverts again in its current form after a complaint was upheld about it.
The grievance was aired by BT, which argued that the advert misleadingly claimed broadband services from itself and Virgin Media would slow connection speeds during peak periods.
A secondary headline on the advert read: "If you're in a Sky network area, we don't slow your broadband speed down at peak times - unlike Virgin Media and BT. We could save you money too."
BT claimed that the statements seen on the advert implied that all customers get slower peak-period speeds, where as they maintained their fair usage policy only applied to, and would affect, "very heavy users".
The ASA concluded that the claim from Sky "was likely to mislead" and said the advert "should not appear again in its current form".
TalkTalk was recently reprimanded by the ASA after BT raised issues about an advert which failed to offer a completely correct comparison between the two firm's similar home phone and broadband packages.