Virgin Rapped On Broadband Claims

Virgin Media has been reprimanded by the Advertising Standards Authority for an online promotion accusing opponent broadband services of "conning" customers.

The campaign, called "Stop the broadband con" was directed at varying the way other broadband providers advertised their services.

BT and Sky complained and the ASA ruled in their favour.

It means the promotion cannot show up in its stream form again.

The website launched by Virgin enclosed a e-mail from Richard Branson, claiming rivals were "not gripping their promises", a speed test, and links to Ofcom's authorized broadband report. It moreover featured a video, parodying Sky's broadband advert.

It speedy users to share the data with their friends and it was this viral component of the promotion that authorised the ASA to request its advertising manners to it.

"We deliberate the ad went over highlighting the mismatch Virgin believed existed between advertised broadband speeds compared to those that were delivered and pragmatic that other ISPs dealt with consumers dishonestly in connection to broadband speeds," the ASA statute said.

Virgin Media argued that its promotion was expected to prominence "widespread restlessness amid consumers about the advertising of broadband speeds."

It is an situation that has been highlighted by Ofcom. Research conducted in Mar found that only 14% of customers on 'up to' 20Mbps services received speeds of over 12Mbps, whilst 58% averaged speeds of 6Mbps or less.

In reply to the statute a Virgin Media orator said: "Advertising 'up to' broadband speeds you can't broach is a con. The ASA, Ofcom, countless consumer groups and thousands of internet users have all reiterated our call for change and, instead of angry about a bona fide bid to give consumers a voice in the debate, Sky and BT should step up to the dare and beginning being honest about their broadband," a Virgin Media orator said.

It has called on Ofcom to force providers to publicize conventional speeds rsther than than 'up to' speeds.

BT welcomed the ASA's decision.

John Petter, handling executive at BT Retail, said: "This is incredibly annoying for Virgin Media: its promotion is to attention to use 'average' as against to 'up to' speeds relied on dubious broadband users to make its point."

The ASA moreover told Virgin Media "to make sure their selling material did not disparage or darken other marketers".