A Virgin Media advertisement has been banned by the Advertising Standards Authority (ASA) following complaints from rival internet providers.
BT Broadband and Sky took issue with the claim that Virgin Media offers "the UK's best widely available broadband for streaming".
The providers also flagged up concerns with text on Virgin Media's website, which said its 152Mbps service is "the best for streaming, when compared to BT, Plusnet and Sky", as well as similar statements in a press release.
Virgin Media argued that it had referenced the sources of the data it presented, including information from Ofcom, and laid out the criteria it considers when measuring the level of streaming performance.
However, the ASA did not accept this argument and said Virgin Media's claims had been misleading, exaggerated and in breach of rules regarding comparisons with identifiable competitors.
"The ads must not appear again in their current form," the ASA stated.
"We told Virgin Media Ltd not to make claims of superiority against their competitors, claim they provided the best service for streaming or to state or imply their wireless hub was faster than their competitors’, in the absence of adequate substantiation."