Virgin Media has called on the advertising watchdog to revise its rules on advertising broadband speeds.
A review into broadband advertising was recently launched by the Advertising Standards Association, but this is focusing largely on prices.
Virgin Media has therefore stressed that how connection speeds are promoted must also be looked at closely by the regulator.
"To properly compare different broadband offers, customers need to assess the whole deal: price and speed," it commented.
The broadband firm stated that overhauling the "outdated rules" on advertising connection speeds would help to make this happen.
This, it said, is because the existing system allows firms to advertise a headline broadband speed if it is available to ten per cent of customers.
"A company advertises what appears to be a whizzy product, but only one in ten people can actually receive what it promises to deliver," Virgin Media said.
"Doesn’t sound fair? Well, this is exactly what’s happening in the broadband market."
Virgin Media went on to stress that a recent report from Which? found that 98 per cent of its customers can receive advertised maximum speeds.
Furthermore, it pointed out that the report showed the average maximum speeds delivered on its network were faster than those that had been advertised.
Virgin Media acknowledged that there are often technical reasons why customers might sometimes not be able to access the top speed.
Indeed, it said these affect every provider on occasion and "we all work hard to fix them quickly".
Nevertheless, Virgin Media believes the report from Which? shows the gap between the speeds delivered by its "superior technology" and those offered by rivals such Plusnet, TalkTalk, Sky and BT is "vast".