Virgin Media has attempted to make light of the current horsemeat scandal by issuing a spoof apology.
The firm released a statement 'apologising' for claiming that some on-demand films said to star cows actually feature horses.
The stunt comes after a number of food products were removed from sale in the UK after being found to contain large proportions of horsemeat.
Virgin Media's statement is similar to that posted by Tesco in its stores after the revelations were made.
It reads: "As some of our TiVo customers may have noticed, when searching through our tailor made collections of topical on-demand films, the collection, entitled #Mooovies, which promised a rich selection of films starring cows, did in fact contain films primarily featuring horses.
"We understand this is a very sensitive subject for our customers and we would like to reassure them that we have reacted immediately."