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A Virgin Media advert has been banned for making a misleading comparison with a rival company's broadband deal.

The Advertising Standards Authority (ASA) upheld a complaint from Sky, which said Virgin Media had exaggerated the savings possible by switching providers.

In a regional press advert, Virgin Media claimed its Premiere Collection offered £400 savings compared to Sky's Family Bundle. Sky disputed this figure, while also claiming the comparison included components that were not part of the Sky Family Bundle at the time.

The ASA said it acknowledged Virgin Media’s intention to compare like-for-like services, and understood that their view was that a combination of Sky’s Family Bundle, some further services from Sky and the addition of BT Sport "most closely matched" Virgin Media’s Premiere Collection.

"The elements of the comparison were stated and the basis of the savings claim specified. However, we were concerned that the saving identified did not apply to a sufficient number of customers to support the claim that Sky customers could save over £400 a year," the regulator stated.

"We concluded that the ad was likely to mislead, because it exaggerated the saving Sky customers could typically achieve if they were to switch to Virgin Media."

The ASA said the ad was "likely to mislead", because it incorrectly attributed services from another provider to Sky.

It added that the advert "failed to clarify the full basis on which customers of the Virgin Media Premiere Collection package would save over those of the Sky Family Bundle".

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