The Advertising Standards Authority has upheld a complaint about a Sky broadband advert with a headline of "Reduce your costs not your speed" which appeared in the national press. The ad went on to say:
"If you're in a Sky network area, we don't slow your broadband speed down at peak times - unlike Virgin Media and BT. We could save you money too"
Although Sky don't impose traffic shaping on their network, even if you exceed your fair usage policy, the advert implied that both Virgin and BT do this to all their customers at peak times, when it only actually happens to heavy users. The ASA upheld the complaint from BT and a member of the public deeming this statement to be misleading and has advised Sky not to run the advert again in its current form.