Broadband News

ASA admonishes Virgin Media over UK fastest broadband claim

The tit for tat war as the advertising departments in BT and Virgin Media analyse each others adverts continues, with BT complaining about an advert for the Virgin Media 50 Mbps service that was headed "Put yourself in pole position with up to 50 Mb broadband" and carried the line "Get the edge in gaming with the UK's fastest broadband, now half price for 6 months. - 7x faster than UK average download speeds".

BT wanted the "UK's fastest broadband" claim to be substantiated and felt it was misleading. The data backing up the Virgin Media claim was from the Ofcom speed testing, which only covers some 90% of the UK broadband market, i.e. the largest half dozen or so providers. We think more crucially the advert in a technology magazine appears to be promoting gaming where latency and jitter are more critical than raw download speed, something that BT and the ASA appear to have not mentioned at all.

The complaint was upheld because there are some smaller providers in the UK who do provide faster speeds to consumers, mainly because the advert could be interpreted as conveying the message that there are no faster options, no matter how small their coverage. Virgin Media usually adds a qualification such as 'widely available', which in this case was missing.


Anything relating to gaming should be dropped from their ad's.. want evidence? Speak to the crowd:-

So as Virgin have been told not to use "UK's fastest" by the ASA previous will they now stop using it or carry on? If they carry on what is the point in the ASA?

  • GMAN99
  • over 8 years ago

VirginMedia should really be brought to task over their Latency and Jitter issues. They focus on speed to woo customers but the reality is that 10Mb is perfectly fine for most customers. I am willing to bet that Virgin Media's jitter and latency problems make their's the worst 10Mb service in the market.

  • togs
  • over 8 years ago

I have got to agree and go a little further by saying that it is getting worse by the week. This needs raising quite abruptly and addressing.

  • landuzu
  • over 8 years ago

Dont get your hopes up, these issues have been around for ages and not fixed

That is actually a recent post, the first one that appeared after they made STM changes actually goes back to this time last year I believe, but has been deleted

  • GMAN99
  • over 8 years ago

This all proves to me that I'd be happier back on Be. I have Virgin 50mb now, and I think the quality of service is much lower than I used to get on Be ADSL at less than half that speed.

  • ian9outof10
  • over 8 years ago

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