Advertising watchdog slams Virgin Mobile

British advertising watchdogs have criticised Virgin Mobile for making "unfair" comparisons between its call charges and those of a rival.

The British Advertising Standards Authority said leaflets urging Orange customers to switch networks had also been misleading.

Virgin was asked to support claims it made in leaflets aimed at Orange users.

It had claimed Orange's pre-pay customers would be "surprised" at how much they might save by switching to Virgin.

The ASA ruled that an accompanying price comparison sheet was not comparing like with like as the Orange charges applied to those paid by users on monthly line rental tariffs.

Orange also complained that its rival had failed to point out that all Virgin users are required to pay a one-off administration charge of £15 when signing up for the first time.

The ASA upheld three complaints, ruling that Virgin should consult with the Committee of Advertising Practice Copy Advice before advertising again.

A spokesman for Virgin said: "It is unfortunate the ASA has found in Orange's favour.

"All of the claims we make in our adverts are based on things which are true."