Virgin Media has called on the government to crack down on broadband providers which advertise their products with "misleading" speed claims.

Chief executive of the bundle provider Neil Berkett said policymakers need to take action if they hope to see Virgin Media continuing to spend money on the rollout of its fibre optic cable broadband network across the UK.

Mr Berkett questioned: "Where is the incentive in operators like us investing hundreds of millions of pounds in broadband when we can't say how much better we are?"

He argued that DSL providers which promote their services as offering speeds of up to 20Mb/s are misleading their customers, as in reality most will only be able to get around 6Mb/s.

This practice is "grossly misleading", Mr Berkett argued.

Virgin Media was found in a recent Ofcom study to offer the fastest broadband service in the UK. The provider also fared well in a review from the US-based Ookla, which ranked the company in second, just behind Telewest Broadband.

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