Customers were misled by a Virgin Media high-definition offer in the run up to the World Cup, a watchdog has said.
The advert said that "With Virgin Media you get amazing HD for no extra monthly fee," and promised a one-off set-up charge of £49.
But complainants, including from digital TVrival Sky, claimed that the advert was misleading as it did not mention the £35 installation fee or monthly subscription charge.
The campaign was also accused of not making it clear that existing customers would have to upgrade their services to get the HD offer.
Defending the campaign, Virgin Media said both ads made it clear in the small print that new customers would have to pay a standard installation fee of £35.
The company said there was no monthly fee for receiving HD channels, so they believed they were justified in making the claim.
The Advertising Standards Authority (ASA) said the ads were "likely to mislead" consumers, who could expect that for £49 they would be able to receive HD without incurring any additional charges.
It ruled that the ads must not appear again.