Virgin campaign axed for criticising 'promised broadband' of rivals

by Steven Mostyn - Jun 30 2011, 05:50

Here’s a slice of industry irony to start Thursday with: A UK-based advertising watchdog has ordered Virgin Media to drop its current campaign for transparency where online speeds are concerned… because it apparently misleads consumers. Priceless.

The ‘Stop the Broadband Con’ campaign included a dedicated website boasting a letter penned by none other than Virgin boss Richard Branson. That letter explained how Virgin is striving to rise above the likes of BT and British Sky Broadcasting when it comes to providing users with promised Internet performance.

Other elements connected to Virgin’s campaign included a parody one of Sky’s adverts for broadband services, links to an Ofcom broadband report highlighting industry shortfalls, and quick access to an Internet speed test.

However, Virgin’s market rivals took exception to the website and complained to the Advertising Standards Authority (ASA), which was quick to find fault and promptly ordered Branson & Co. to shutter the portal.

“We consider the ad went beyond highlighting the disparity Virgin believed existed between advertised broadband speeds compared to those that were delivered and implied that other ISPs dealt with consumers dishonestly in relation to broadband speeds,” the ASA’s ruling outlined.

Regardless of Virgin’s contentious approach, communications watchdog Ofcom itself has conducted frown-worthy research into promised broadband services and the actual speeds provided.

According to data it collated in March of this year, only 14 percent of broadband users are receiving speeds above 12Mbps on their ‘up to 20Mbps’ connections, while 58 percent are palmed off with an average speed of just 6Mbps.

“The ASA, Ofcom, numerous consumer groups and thousands of internet users have all reiterated our call for change,” said Virgin regarding the ASA ruling.

“Instead of complaining about a legitimate effort to give consumers a voice in the debate, Sky and BT should step up to the challenge and start being honest about their broadband,” it added.

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