Virgin Media has seen an advert for one of its TV, home phone and broadband bundles banned by the Advertising Standards Authority (ASA).
The regulator acted on a series of complaints from Sky, which took exception to some of the wording of its rival's promotion.
According to the ASA, the advert omitted vital information relating to the differences between Virgin Media and Sky's respective offerings.
The advert included a comparison between Virgin Media's TiVo bundles and Sky+HD, which was intended to be general rather than relating to a specific package.
However, the ASA said the inclusion of service comparisons throughout the mailing, without sufficient clarity, meant that some consumers could be misled.
Consumers might think that savings claims were based on comparisons with a similar broadband package from Sky, when this was not necessarily the case, the regulator stated.
"In the case of such comparisons, we noted that the Code required material information, relevant to the comparison in question, to be clearly stated," the ASA added.