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Another Virgin Media advert has been banned over concerns it could mislead members of the public.

The Advertising Standards Authority (ASA) took exception to a TV ad featuring former Doctor Who actor David Tennant, in which the firm said fibre broadband customers "could say goodbye to buffering" on internet video streaming.

Virgin Media claimed that the use of the word "could" meant that there was still a possibility some video streams may require buffering.

But the ASA said the advert gave the impression that all super-fast broadband customers would be able to watch uninterrupted online content.

"Because it was unclear to which element of the statement the conditional 'could' be applied, it could be understood by viewers to mean that consumers would eliminate buffering if they signed up to the Virgin Media broadband service," the ASA stated.

"We considered this was exacerbated by the images in the ad of David Tennant destroying the 'buffering' symbol."

The ASA said this would be understood by viewers as a visual representation of the complete removal of buffering.

"Because of the ambiguity of the way in which the claim was presented, we concluded that the ad was misleading," the regulator stated.

Virgin Media has had a number of adverts banned by the ASA this year, with a near identical complaint against the firm's marketing material upheld by the regulator in July.

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