TalkTalk has seen a broadband advert banned by the Advertising Standards Authority (ASA) for being "misleading" to members of the UK public.
In a circular advert, the broadband provider claimed its Super Router device offers "unbeatable signal strength" and "the UK's fastest Wi-Fi technology".
TalkTalk said these claims were based on "comparison with the flagship modems and routers of the other four major market providers on a like-for-like basis".
However, the ASA took exception to the statement, noting that TalkTalk's router tests were conducted in laboratory conditions, rather than in a residential setting.
As such, the regulator said the performance of the Super Router "did not reflect typical consumer use".
"We acknowledged TalkTalk’s assertion that they had used comparable routers in order to ensure a fair comparison and the results of the testing appeared to indicate that TalkTalk’s Super Router performed better than their competitors," the ASA stated.
"We considered that consumers would understand the claims 'unbeatable' and 'UK’s fastest' to reflect conditions of use in the home which would be influenced by variables such as the placement of the router, where it was being accessed from, the time of day and the number and type of devices linked to it."
The ASA said that, because the testing did not compare the performance of TalkTalk’s Super Router under typical home circumstances, the advert was misleading.
As such, the regulator banned the ad in its current form and warned TalkTalk not to exaggerate the performance of its products in future.
TalkTalk has acknowledged the ASA's ruling but said that extra tests it has carried out added ballast to claims that its router was superior to rival devices.
A TalkTalk spokesperson said: “We have commissioned additional tests from an independent authority and found our Super Router outperforms competitors’ models in real home environments, as well as in the laboratory.
"We have noted the ASA’s guidance.”