Virgin rapped for "cheapest Setanta" ads

Adverts claiming that "the cheapest way to get Setanta Sports" is to subscribe to Virgin Media's cable TV service were misleading, the Advertising Standards Agency has ruled.

The national press adverts stated: "If you don't want to know the cheapest way to get Setanta Sports, look away now."

There were five bubbles comparing the cost of subscribing to Setanta channels with different providers: "BT Vision £9.99 a month; Freeview £9.99 a month; satellite £9.99 a month; Virgin Media £8 a month (M & L TV); Virgin Media FREE with XL TV."

Sky complained to the ASA that the headline claim was misleading because, with the necessary subscription to a Virgin TV package, it was not the cheapest. It added that Virgin had not mentioned its customers were required to take out a 12-month subscription to get Setanta.

Virgin and Sky have both complained about the other's adverts on several occasions in recent years. In the last dispute, the ASA ruled in favour of Virgin in February.

This time, the ASA upheld both of Sky's complaints. It took note that "Virgin had intended to convey the cost of Setanta to consumers in addition to any package obligations they were already subject to".

The regulator added, however, that "...readers would infer from the ad that, on a month by month basis, Virgin was able to provide Setanta Sports at a cheaper rate than any other provider. We noted the total monthly costs involved to receive Setanta via BT Vision, Sky TV and Virgin M, L and XL TV."

The ASA also said Virgin should have been clearer that a 12 month contract was required.

Virgin said it had no plans to use the advert again and said it "should have made clear that the 'cheapest' claim was based on a comparison of the listed companies over a 12 month period".

The company argued, though, "that, on that basis, Virgin was the cheapest provider of Setanta Sports".