BT has accused its main rival Sky of "literally buying" customers through the use of special offers and heavy discounting.
Gavin Patterson, Chief Executive at the former national telecoms provider, said BT remained the UK's number one broadband provider for net additions between July and September 2014.
However, as reported by the Telegraph, he conceded that BT's competitors - mainly Sky - are "coming back" at the firm.
BT added 88,000 new broadband customers during Q2 2014-15, while Sky increased its subscriber base by 75,000.
In the previous quarter, BT achieved more than double the number of new customers as Sky.
Mr Patterson said BT's rival has launched "some extremely rich pricing offers into the market", such as the offer of two years' free broadband for Sky Sports customers.
"If you look at the cost of Sky’s package in Q2 versus Q1, they halved the price and threw in a Samsung Galaxy tablet," he stated.
“It is chasing volume and we’ve said look, we will be competitive but we’re not going to chase volume for the sake of it."
Mr Patterson claimed that BT is going to be "disciplined" about customer acquisition.
He said there is still "plenty of potential for growth” in BT’s consumer unit, which saw revenues increase by seven per cent in Q2 2014-15.