ASA rules say that the campaign was misleading because the download speed "wholesale clients can be reduced to 50%

BSkyB and BT have successfully joined the rival Virgin Media force leave a notice indicating that broadband is "unlimited", after the advertising watchdog has found that heavy users may find their download speeds of up to 50% cut.

Virgin Media, which prides itself on its ability to outperform its competitors by offering customers speeds of Super Internet through a network of underground cables, made a number of statements on the broadband section your site.

Among them, said his Internet service, which comes in speeds of up to 120 MB, this means that consumers can have effective access to unlimited downloads of music, movies, television and games.

Authority The Advertising Standards (ASA) received three complaints, BSkyB, BT and a member of the public, who argued that the claim was misleading.

Prosecutors said Virgin Media operates a policy of "traffic management", which significantly reduces the rate of Internet users who download too much content and data caps break.

Virgin Media argued that the threshold is very high - a user must download 11,000 Mb peak hours so that your broadband speed temporarily reduced - only 97.7% of their customers can download the content they like, do not like and still be affected.

The ASA said that the nature of the high-speed Virgin Media and Marketing Service, which took the sprinter Usain Bolt, is that many consumers want to participate in "bandwidth-consuming activities" band. "In this context, it was considered that the restriction to reduce the download speed users 50% it was moderate and that any reference to it was likely that the conflict rather to clarify that said the service was "unlimited," said ASA. "Therefore, we concluded that the claim" unlimited "is misleading."

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