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A Virgin Media broadband speeds campaign featuring Jamaican sprinter Usain Bolt breached advertising rules, the industry regulator has ruled.

The Advertising Standards Authority (ASA) upheld three complaints over the firm's recent marketing material, which saw the Olympic 100m and 200m champion assume the guise of Virgin Media founder Sir Richard Branson.

Concerns were raised over the claim that Virgin Media is "doubling everyone's broadband speeds", given that some of the firm's customers will not receive a major downloads boost.

Earlier this year, the firm announced plans to double the speeds of customers receiving 10Mb, 20Mb, 30Mb and 50Mb download speeds over the course of an 18-month upgrade programme.

However, fibre broadband customers already receiving up to 100Mb and 120Mb services do not qualify for 'doubling' as Virgin Media's network lacks sufficient capability.

As such, the ASA ruled that the recent adverts must not appear again in their current form.

"We told Virgin not to imply they were affecting the service of all their consumers if this was not the case," the regulator stated.

A Virgin Media spokesperson explained that the firm is doubling the broadband speeds of over four million UK households and boosting all 100Mb customers to 120Mb.

"We've proactively communicated details of the 100Mb speed boost, and accompanying reduction in the monthly subscription, to all our customers directly and within this online ad," she stated.

However, the spokesperson said the firm would be clearer in future about its plans to bring ultra-fast broadband to Virgin Media customers.

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