A BT ad campaign has been banned after regulators decided that it misled customers about the speed of the broadband provider's Infinity service.
The ads in question, which were featured across press, TV and the internet, said that Infinity offered "unbeatable" speeds, "three times faster fibre optic broadband" and "four times faster broadband".
However, rival broadband company Virgin Media and three other complainants challenged whether the claim to be "unbeatable" was actually valid. They also raised the issue that the top speeds were only available on some packages.
The main issue also related to BT's claims to be three times faster which was followed by depictions of activities such as uploading photos and videos to Facebook, downloading albums and streaming HD movies, with Virgin claiming that it suggested it was faster for all of the activities listed.
BT stated that it did not believe customers would interpret it this way and argued that as the ads did not feature prices it was not misleading people about what it would cost them to get the unbeatable speeds.
In a statement the Advertising Standards Authority said: "We noted that the claim 'Do more online with three times faster fibre optic broadband' was immediately followed by text that discussed uploading and downloading activities.
"We considered that that implied BT's fibre optic broadband was three times faster for those activities, and that consumers were likely to read the claim as referring to the activities listed in the ad."
It added that it had not seen any evidence to suggest that the speeds offered by Infinity were unbeatable.
However, the claim to be four times faster than broadband was deemed not misleading as it is true.
The watchdog said that BT can no longer run the ads in their current format across any media.