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Virgin Media 'unlimited' adverts pulled over 'misleading' claims

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Virgin Media broadband adverts claiming to offer users "unlimited" downloads have been pulled after the Advertising Standards Authority (ASA) ruled that they are misleading.

The marketing campaign attracted official complaints from competitors Sky and BT, whose objections were upheld by the watchdog.

Virgin was adjudged to have misled customers over its traffic management system, which places restrictions on users consuming large amounts of data to reduce strain on the network.

An ASA investigation revealed that these restrictions were only applied to 2.3% of the company's user base, but this was enough to warrant the removal of the adverts.

However, Virgin maintains that it has not been banned from making the "unlimited" claim, and has updated its traffic management policy for subscribers.

"Our customers receive unlimited, superfast broadband and, even if they're one of the tiny minority traffic managed for a short period of time, Virgin Media customers can download more than other 'unlimited' services, including BT Infinity," said a spokesperson.

"Unlike BT or Sky, all Virgin Media customers can download as much as they like, safe in the knowledge we'll never charge them more."

The ASA chose not to fine Virgin over the ad campaign.

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