The contention arose because of claims in two adverts that VM’s cable broadband service is better for online gaming.

The first advert claimed the service was best for online gaming under the headline “Harder, Better, Faster, Stronger”. The second told gamers they could “outmanoeuvre” their opponents with “lower lag times”.

But a complainant said these claims were misleading because VM cable broadband suffers “significant jitter” in its lag times which can affect gaming performance.

Virgin Media apologised and said that the first advert was published without going through its usual editorial checking procedures.