Virgin Media has moved to boost customer service levels by introducing new throttling 'trigger levels' for heavy downloaders.
The broadband provider has updated its subscriber traffic management policy to impose new restrictions for customers who abuse its fair usage policy.
Virgin Media has made the change to ensure a minority of customers do not impact on the quality of service experienced by the majority.
Under the new regime, subscribers who exceed download limits between 4PM and 11PM on a weekday will have their speeds reduced by 30 per cent, rising to 40 per cent after the first hour. The same rules will apply between 11AM and 11PM on weekends.
According to Virgin Media, only around 2.3 per cent of customers are likely to be affected by the new restrictions, with others enjoying even better service.
The levels imposed will mean that the impact of the throttling will not be detrimental to the vast majority of users, even those streaming HD movies online.
This will ensure all other customers are able to enjoy their services at peak times.