A complaint from Virgin Media that ads selling BT’s Infinity broadband were misleading has been upheld by the Advertising Standards Authority (ASA).

The ads, on TV, in the national press and on the BT website claimed that the BT product was the fastest around for the price.

Since the ruling the ASA has revealed that in its own research more than 80% of consumers were unable to work out their total monthly cost from ads for broadband and has banned companies from separating out line rental charges and playing down contract lengths and compulsory up-front costs such as delivery fees, activation fees and installation fees.