Virgin Media amends traffic policy after BT and Sky quiz 'unlimited' broadband claims

Virgin Media: adjusts traffic management policy
Virgin Media: adjusts traffic management policy

Virgin Media will continue to advertise an "unlimited" download service after adapting its traffic management policy, following a reprimand by the ad watchdog.

The Advertising Standards Authority (ASA) has ordered Virgin Media not to claim it service is "unlimited" and with "no caps" if it continues to impose restrictions that were "more than moderate".

Virgin Media has chosen to adapt its traffic management after rivals Sky and BT complained to the ASA that an ad on its website claimed its broadband services offered "unlimited downloads", despite reducing broadband speeds for some users.

The ASA upheld the complaints and banned the ad after ruling Virgin Media’s traffic management policy, which reduced between 1.7% and 2.3% of users' speeds by 50% during periods of high traffic, was not "moderate".

In order to continue advertising the "unlimited" nature of its broadband services, Virgin Media has opted to change its policy so broadband speeds of its most prolific users are only reduced by 40% in the hope the controls will be deemed "moderate".

A Virgin spokeswoman said: "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.

"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."

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message