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

Ex-Thomas Cook marketer Mike Hoban resurfaces at Morrisons
Barbour creates real-time illustrations of consumers' stories for summer campaign
Viral review: Samsung goes for Apple’s jugular but fails to connect
View from Brazil: why we didn't believe we could lose the World Cup
Heineken unveils ‘Open Your City’ drive with Metro for ‘men of the world’
Unilever continues portfolio 'reshaping' with Slim-Fast sale
Amazon to fight US authorities over in-app purchase claims
Google set to invest $100m in Europe's tech start-ups
Metcalfe's set to release quirky debut TV ad
Samsung pities the iPhone 'wall huggers'
Smirnoff campaign aims to make Formula One less elitist
Apple wins EU battle to register store layout as trademark
Marketing directors need to step outside 'marketing box' to earn seat on the board
Hottest virals: Burger King’s emotional gay pride Whopper ad, plus Apple and Guinness
Developer creates software enabling Google Glass mind-control
Kick-ass girl beats up shopping centre staff in music video
Top 10 ads of the week: Aldi's World Cup cider ad scores with consumers
Sony relives Germany's 7-1 victory against Brazil in Subbuteo Vine
Burberry credits 9% revenue hike on strong online sales and 'more targeted marketing'
Ritz returns to UK TV screens after 30-year hiatus
Mars creates chief health and wellbeing officer role
Brands make the most of Germany's dramatic victory over Brazil
Adios Justin King! Watch our video tribute as he leaves Sainsbury's after a decade
Nike calls time on 13-year Manchester United kit deal
Three TV ad banned over misleading 'free' call claims
GNM boss David Pemsel: 'The Guardian has got its mojo back'
M&S has missed a massive opportunity to put digital strategy at its heart
Google partners with the Barbican to show coders are artists
Samaritans encourages men to talk about issues with #DownNotOut campaign
Lego's partnership with Shell 'not awesome', according to Greenpeace viral