TalkTalk has been ordered to never brag again about its "best value" broadband, telly and phone package after BSkyB complained to the ads watchdog.

The Advertising Standards Authority berated budget ISP TalkTalk for claiming its service was directly comparable to its rivals' products but at a lower price. In fact, TalkTalk's package didn't measure up to its competitors in terms of the number of channels available, and was simply a cheaper service.

The telco had thus wrongly boasted in a national press ad that it offered "Britain's best value unlimited TV, broadband and phone". The company tried to back up that claim in the small print by comparing its product with those from BT, Virgin Media and BSkyB.

The watchdog disagreed with the wording even after TalkTalk argued that punters would understand that "best value" referred to price, rather than a comparison of what was actually included in a package.

"[I]n our view a claim to provide the 'best value' product or service...

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BT today promised to return sport to grassroots fans as it revealed BT Sport will be free to any consumer BT broadband customer. This is the first time in more than 20 years that weekly live matches from the Barclays Premier League will be free to watch.

The three channels – BT Sport 1, BT Sport 2 and ESPN - will be packed with world class sport. There will be 38 live and exclusive football matches from the Barclays Premier League – including 18 ‘first pick matches - and up to 69 live rugby matches from the Aviva Premiership where BT will be the sole and exclusive broadcaster. There will be live football from several other top leagues around the world including Germany, France, Italy and Brazil. There will also be FA Cup ties, the UEFA Europa League, Scottish Premier League plus WTA womens tennis and action from the UFC....