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A complaint to the Advertising Standards Authority (ASA) concerning a claim in a Sky Fibre broadband advert has not been upheld.

One listener to a radio commercial argued that it implied there would be no loss of router connection with Sky.

However, Sky insisted it was not claiming that a loss of router connection would never happen, but instead that Sky Fibre was reliable.

The provider produced an Ofcom report showing that connection reliability for the service is superior to that of several competitors.

In addition, it argued that its network monitoring had shown a consistently high level of uptime, and that anyone who identifies with "router rage" would be likely to have a better experience on Sky Fibre.

The ASA has backed Sky's point of view, pointing out that the ad clearly highlights the issue of router outages and suggests people experiencing these problems try Sky Fibre.

"Although the ad implied that Sky Fibre was likely to provide a more reliable experience, it did not include any claims that outages would never happen," the watchdog said.

"We considered that listeners would understand that the ad was encouraging them to try the Sky product instead of putting up with a poorly performing service, rather than claiming that there would be no loss of connection with Sky Fibre."

The ASA also stated that Sky had been able to use third-party data to show its service was more reliable than some of its competitors.

This, it said, meant the advert was unlikely to mislead consumers about what they should expect from Sky Fibre.

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