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Two leading broadband providers have seen adverts for their services banned by the industry regulator.

The Advertising Standards Authority (ASA) took exception to a pair of Virgin Media ads and also one from rival operator TalkTalk. It has instructed the companies not to use the broadband adverts again in their current form.

Virgin Media incurred the wrath of the ASA for promoting 'unlimited downloads' with 'no caps' on data usage, despite the existence of a traffic management policy (TMP).

The ASA said that because the TMP - which at the time could have seen speeds reduced by up to 40 per cent at peak times - was not "moderate", the 'unlimited downloads' claim was likely to confuse consumers.

It added that the claim 'Unlimited downloads. Download and browse as much as you like with no caps' was likely to be seen by consumers as meaning there were no provider-imposed limitations on data consumption.

However, with the TMP in place, the ASA ruled that the claim 'no caps' in the context of an 'unlimited' claim was also "misleading".

Meanwhile, TalkTalk has seen one of its 'Hottest Half Price' Facebook promotions for TV, broadband, fibre and calls banned.

The advert claimed the broadband bundle was available from just £7.75 per month, but failed to mention the monthly line rental charge.

Back in 2012, the ASA introduced a new rule requiring broadband providers to include the cost of line rental in any package promotions.

The ASA said it welcomed the fact TalkTalk was willing to amend the advert, but ruled that the original promotion was in breach of the ASA code.

"We therefore considered that consumers reading the ad would believe that the complete cost of the package for the first six months would be £7.75 a month, and would then increase to £15.50 a month," it stated

"Because that was not the case and an additional fee of £15.40 a month applied to the bundle, we concluded that the ad was misleading."

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