We all want faster broadband, but it seems that Virgin Media has got into a little trouble with the Advertising Standard Authority (ASA ) over its last batch of adverts.

A complaint brought about by rival BT said that speeds quoted by the advert did not match the experience of users, particularly during peak times.

The initial advert claimed that Virgin Media customers could download movies, TV programmes and music tracks within a certain period of time using its fibre-optic broadband network. The "hate to wait" ads claimed that customers on its 'M' package (up to 2 Mbps) could download a song in 22 seconds and a TV show in less than 26 minutes.

But the ad did not clarify that the company puts restrictions on heavy users of the service downloading during its busiest times, which is between 4pm and 9pm, this is known as 'traffic shaping'.

That got the goat of BT who then filed a complaint with the ASA.

"We considered that one of the main objectives of the ad was to highlight the speed with which customers could download a TV show on all three of Virgin Media's packages and, in the absence of any clarifying text, readers were likely to understand that those speeds applied at all times," the ASA said in a statement.

Since then Virgin Media has been told to withdraw the advert.

Virgin has been in trouble with the ASA before. Last August, it was up before the ASA on six different counts ranging from misleading comparisons to rivals' services to misleading pricing in its adverts. Virgin - when you gonna learn?

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