According to recent reports, the ASA heard BT's complaints regarding Virgin Media's adverts in a tech mag, thought that the concerns made sense and thus decided to ban the promos.

In the ad Virgin Media claimed that it was supplying "UK's fastest broadband", a statement which BT saw as misleading with the ASA nodding in agreement on this occasion.

The authority has upheld the complaint as it found the term "UK's fastest" misleading, seeing as other smaller ISPs which specialised in the field of superfast broadband provided speedier broadband.

The ASA said in its statement:

"We considered that the similar claim "UK's fastest broadband" was also an absolute claim, because it implied that it was not possible to obtain a broadband connection in the UK that delivered a faster maximum download speed than Virgin's 50Mbps service.

"However, we understood that there were some instances of localised niche providers that delivered download speeds which were faster."

This means that from now on Virgin Media has to rethink its advertising strategy and is banned from posting the ad in the same form again.

The reports also suggested that other Virgin Media's advertisements were banned as they carried no mention of the landline charge.