Sky rapped for 'influential' ads

Viewers were told Battlestar Galactica would only be available on Sky

Broadcaster Sky has been criticised by media watchdog Ofcom for breaching advertising rules following its falling out with Virgin Media.

Virgin and 127 viewers complained about a series of ads referring to the loss of Sky channels on Virgin.

Ofcom said that undue prominence was given to telling Virgin viewers they could switch to Sky's service.

It concluded that the promotions, broadcast in 2007, were not in the spirit of advertising regulations.

"Effective"

Sky said that the set of promotional segments informed viewers of the availability of its services for their benefit.

It considered there was a "significant risk" at the time that its channels would no longer be available on Virgin Media.

The broadcaster added this was an "effective method" of inviting Virgin viewers to come out in support of keeping Sky channels on the service.

It added that the promotions were temporarily ceased when negotiations resumed.

In May 2007, the two broadcasters failed to come to an agreement to carry Sky channels on Virgin Media, leading customers to lose a number of Sky channels.