Virgin Media crowned 'most trusted' ISP despite misleading ad

04 July 2008 / by Rebecca Sargent
Virgin Media is at the centre of a debate as it is crowned the UK's most trusted internet service provider, despite having to withdraw an advertisement due to its misleading nature.

Reader's Digest has crowned Virgin Media as Britain's most trusted internet provider in its 'Britain's Most Trusted Brand' Survey 2008. The study, which incorporates 38 categories and surveys 4,000 readers, also found O2 to be the most trusted mobile network provider.

Speaking of Virgin Media's achievement, James Kydd, its managing director of brand and marketing said: "We are absolutely thrilled to be given the accolade of the Most Trusted ISP Brand, and are pleased to see that we have been able to dramatically change people's perceptions over the past 12 months."

He continued to say: "We put the customer at the heart of everything we do, by simply explaining broadband, and delivering a reliable customer service to ensure our customers receive the fastest and highest-quality broadband in the country."

However, it is the speed of its broadband that has caused controversy for Virgin Media, as a recent advertising campaign was forcibly withdrawn due to its misleading claims.

According to the Advertising Standards Agency (ASA), a national press ad for Virgin Media that had the headline 'HATE TO WAIT' was misleading because the table beneath the headline showed download speeds that which Virgin Media failed to mention.

In addition to vetoing that particular advertisement, the ASA advised Virgin to make any exceptions clear on future ads.

Meanwhile, Virgin Media has joined forces with the British Phonographic Industry (BPI) to warn consumers against illegally downloading music and of the potential threat that doing this poses to the music industry.

In its attempts, Virgin Media has sent letters to its customers with regards to illegal file sharing. However, the move has reportedly upset some customers as they are unimpressed with receiving warnings and accusations in the post.

© Fair Investment Company Ltd