Virgin Media in its recent Usain Bolt TV adverts ran one where the runner claimed to be Richard Branson and said the following, "I want everyone to say bye-bye to buffering and hello to a superfast broadband".
BT complained to the ASA claiming that the advert was misleading in suggesting Virgin Media customers would not experience buffering. Virgin Media counter claimed that the bye-bye to buffering comment was just puffery and was the expression of a wish rather than a statement that customers would not actually experience buffering.
Unsurprisingly the ASA has upheld the complaint, on the grounds that the advert was misleading as viewers were likely to interpret the wording as an objective claim. Virgin Media must now not state or imply that users of the broadband service will not experience buffering.