A Sky advert promoting its "best ever" broadband deal has been banned by the Advertising Standards Authority (ASA).
The regulator upheld a complaint from BT over the wording of Sky's advert, ruling it to be potentially misleading to members of the public.
BT argued that Sky could not describe the offer - two years' free unlimited broadband for new Sky Sports subscribers - as its "best ever", since the operator had previously run more attractive promotions.
With the latest package, a reward of £50 was on offer to new customers. However, a previous "best ever" advert included a £100 subscription incentive.
The ASA ruled that Sky's claim would generally be interpreted as a comparison with broadband deals offered in the past.
"Consumers would understand that if they took the current offer, they would not have previously been able to receive a better overall deal," the regulator stated.
"Because Sky’s overall package - that included two years' unlimited broadband - had previously been offered with a higher reward price, we concluded that the claim 'Our best ever broadband offer' in this context had not been substantiated."