The Advertising Standards Authority (ASA) has banned a TV and website advert for BT's super-fast broadband service.
A complaint was made over the claim BT Infinity offers up to "eight times' faster fibre optic broadband" and speeds "up to 8x faster than the UK average".
BT included small print in the advert saying this was compared to average ADSL speeds in the UK - however the ASA decided this message was not placed prominently enough.
So while the regulator accepted that BT Infinity does offer speeds up to eight times' the average ADSL connection, the advert was still deemed to be misleading.
"Because the ad ended with larger on-screen text, together with a similar voice-over that omitted the comparison with ADSL, the small on-screen text shown during the initial part of the ad was insufficient to clearly qualify the claim," the ASA ruled.
"We therefore considered that consumers would be led to believe that the comparison was with all connections."
The ASA noted that the BT website made a similar speed claim and this comparison was not qualified by reference to ADSL.