The Advertising Standards Authority of UK has started an inquiry into Virgin Media after receiving complaints that that its advertising campaign titled ‘Truth, Lies and Broadband’ is misleading consumers. The ASA had received several complaints from customers over the firm’s latest advertisements. The firm has claimed that it ‘doesn’t use copper wire, like most providers’. The advertisement further states that Virgin’s service is delivered via a fibre optic cable, making it the ‘fastest and best performing broadband available’. However, many complainants think this information is incorrect and they are of the view that the firm actually uses a standard coaxial copper cable, not fibre optic cable.
The advertisements with controversial claims have appeared in national newspapers, on radio and online. The ASA has received 12 complaints regarding the advertisement so far. The ASA has said, ‘We have assessed the complaints and we believe that they are of sufficient merit to launch an investigation’.
On the other hand, Alexandra Legg, a spokeswoman for Virgin Media, has stated, ‘We don’t offer fibre optic cable to the home, but we’re trying to make it clear to the consumer that our fibre goes right down to the street level, whereas with ADSL it only goes as far as the exchange.’
