Dec 13, 2023
Virgin Media 'fastest wi-fi' advert banned by watchdog
A Virgin Media advert has been banned for misleading customers into thinking the firm offered faster wi-fi than its rivals. Virgin told the ASA the ad was meant to convey that it guaranteed customers a minimum 30Mbps download speed on wi-fi - a faster minimum speed guarantee than others offered - with customers entitled to credit towards their bill if the minimum speed was not achieved. "We did not consider that the headline claim... would have been understood as Virgin Media intended by consumers, and that a significant proportion would understand it to mean that Virgin Media guaranteed they offered the fastest wi-fi service of any major broadband provider."Therefore, because the claim had not been substantiated as it would be understood by consumers, we concluded that the ad was misleading. As a result, Virgin Media cannot run the ad again, and the regulator told the firm "to ensure that they did not imply that they guaranteed the fastest wi-fi service of all major broadband providers if that was not the case". The advert was displayed on the homepage of Virgin Media's website on 3 July 2023, under the headline "our wi-fi guarantee".
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