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Ofcom is to investigate Sky's ads which encouraged Virgin Media customers to pressurise the cable operator in its carriage negotiations with Sky.
Sky launched the ad campaign on its channels on Sunday night, urging Virgin Media customers to lobby against the possible withdrawal of basic Sky services.
The Advertising Standards Authority has received more than 100 complaints about the ads, with many saying it was unfair for Sky to use its own channels to target Virgin Media customers.
Sky was able to show the adverts without Virgin Media's permission as it inserted them into the channel feeds it gives to the cable operator.
The ASA says it will now refer the complaints to media regulator Ofcom, as the ads have only run on Sky channels, they are considered to be a form of “editorial” output.
Sky has defended the move, saying the company wanted to give Virgin Media customers the chance to lobby against any withdrawal of its basic channels. Sky has given no timescale for the length of the campaign.
A Virgin Media spokesman told The Guardian: "We have no idea why Sky are saying we are doubting the value of these channels."
