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Another Virgin Media advert has been banned by the Advertising Standards Authority (ASA) over concerns it may mislead UK consumers.

The marketing regulator upheld complaints against Virgin Media's claim that its service does not suffer from buffering on internet video streams, reports ISPreview.co.uk.

On the TV advert, Olympic sprint champion Usain Bolt said "I want everyone to say bye-bye to buffering and hello to a super-fast broadband".

The ASA ruled that this would be interpreted by viewers as an objective claim that, by choosing the firm's up to 30Mb broadband service, they would no longer experience buffering.

"Because we understood that users of the service might still experience buffering, we concluded that the claim was misleading," the regulator stated.

Virgin Media admitted that there have been a number of cases of buffering experienced by service users, some of which the broadband provider has no control over.

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