Virgin Media has been rapped by the UK's advertising watchdog for making misleading promises about broadband speeds in two online ads.

In the promotions, Virgin stated it is doubling its customers' broadband speeds, but rival internet service provider Sky pointed out that the upgrade would only affect subscribers in cabled areas.

Furthermore, customers signed up to Virgin Media's 100Mbps fibre optic broadband package will see their price reduced rather than receiving an increase in capabilities.

Although these exclusions were highlighted in the small print, Sky argued that they were misleading and contradicted the main claim of the ads.

"The ads must not appear again in their current form. We told Virgin not to imply they were affecting the service of all their consumers if this was not the case," the Advertising Standards Authority explained.

Last month, Virgin Media was instructed by the regulator to stop using a magazine advert that claimed the cable company offers the UK's fastest broadband. 

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