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V Two One told to pull 'UK's cheapest ISP' claim

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V Two One, the Surrey-based ISP, has been asked to ditch an advertising slogan after a punter complained it was misleading.

The Advertising Standards Authority (ASA) wrote to V Two One at the end of last month requesting an "assurance to remove [its] claim: "The UK's cheapest ISP - Guaranteed."

The matter will be resolved on an informal basis if the ISP complies, the ad watchdog says.

However, V Two One stands by its claim and has written to the ASA saying that, at the time of going to press, its claim was accurate. V Two One is still waiting to hear back from the ASA.

In September, V Two One announced that it was switching around 4,000 broadband subscribers onto Telefonica UK's DSL platform to reduce costs and improve service.

Despite assurances that any disruption to the service would be "absolutely minimal", V Two One has admitted that the move did not go smoothly. The problems are now understood to be almost resolved. ®

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