This morning the ASA upheld a complaint made against Virgin Media for illegible small print on a press ad released in February this year.
The ad stated "Our up to 30Mb broadband is four times faster than the UK average. And it's all yours for just £5 a month for the first three months, then £18.50 after that. Virgin phone line applies." The small print however, which could not be read easily by a normal sighted person contained important information about the deal which did not feature anywhere else on the ad.
Virgin Media had argued that the print size was above the industry standard, and print quality was beyond their control. The ASA however concluded that it was Virgin's responsibility to provide information appropriately in their ads, and ruled that the ad should not appear again in its current form.
This isn't the first time ISPs have made small print close to illegible in an attempt to distract consumers away from reading it. It's been known for some ISP's to put small print on websites in a low contrast colour so it has to be highlighted for easier reading.