ASA rap for Virgin Media

UK internet service providers are no strangers to raps over the knuckles from the Advertising Standards Agency. Over the last couple of years, it’s been the disparity between actual connection speeds and those being delivered that has been at the root of most of complaints that were upheld.

And we've had some splendidly spiteful spats, that's for sure, as broadband companies traded body blows in their ads. But that looked to have come to an end with a pledge before Christmas that they would clean up their act. It seemed to be the broadband industry equivalent of the Hays Code that cleaned up Hollywood with tough censorship rules in the 1930s.

A few months down the track, has it changed them any? Has it hell. This week it emerged that prime offender Virgin Media was in the dock again. The complaints centred on claims that the copper wire network used by other providers is struggling to cope with demand as well as Virgin Media’s loudly trumpeting that its network was a fibre optic. As this ad attests, they've been far from shy about their 50Mb service:



In the end the ASA eventually upheld no fewer than four complaints against them. This brings Virgin Media total to 13 complaints in total since the start of 2007 – a rap sheet to rival even that of supercrim and lifetime lag Charles Bronson.

I can understand Virgin Media doing its upmost to market its 50Mb service. It’s a tough sell at the moment, after all. But unless their campaigns are cleaned up, it won’t just be their public perception that is tainted. Rather it’ll be the whole industry that suffers.