{"id":47242,"date":"2026-07-08T00:01:40","date_gmt":"2026-07-07T23:01:40","guid":{"rendered":"https:\/\/www.ispreview.co.uk\/?p=47242"},"modified":"2026-07-06T16:11:30","modified_gmt":"2026-07-06T15:11:30","slug":"grain-broadband-ad-banned-by-asa-over-misleading-youfibre-price-rise-claim","status":"publish","type":"post","link":"https:\/\/www.ispreview.co.uk\/index.php\/2026\/07\/grain-broadband-ad-banned-by-asa-over-misleading-youfibre-price-rise-claim.html","title":{"rendered":"Grain Broadband Ad Banned by ASA Over Misleading YouFibre Price Rise Claim"},"content":{"rendered":"

The UK Advertising Standards Authority<\/a> (ASA) has banned a cheeky email advert from broadband ISP Grain Connect<\/a>, which headlined with a warning about Virgin Media<\/a> “taking over YouFibre<\/a> & BRSK<\/em>“. But YouFibre<\/a> successfully complained that the rest of the promotion had made “misleading price rise claims<\/em>“.<\/p>\n

Just for some context. The parents of the Virgin Media<\/a> and O2<\/a> group of companies, including InfraVia Capital via nexfibre<\/a>, are currently in the process of trying to complete their \u00a32bn deal to acquire alternative broadband operator Netomnia<\/a> (here<\/a>) – the parent of YouFibre<\/a>. Sensing an opportunity, rival altnet Grain Connect<\/a> recently attempted to key into that with their latest email promotion, as seen in March 2026.<\/p>\n

NOTE:<\/strong> Grain Connect<\/a> said the ad was a one-off promotional email sent only to existing customers who had opted in to receive marketing communications.<\/div>\n

The email was headed: \u201cIMPORTANT NEWS: Virgin Media<\/a> are taking over YouFibre & BRSK<\/em>\u201d. Text below stated, \u201cGot friends with YouFibre or BRSK? Help them escape the price rise rip-off and get a month of free broadband, each! What\u2019s happening? YouFibre & BRSK are set to be taken over by Virgin Media. If your friends or neighbours chose them to avoid big-brand pricing and in-contract price rises\u2026 then this will feel like they\u2019re being dragged back to square one. How to be a good friend As a Grain<\/a> customer, your unique referral code is: LGGIBCIY. Share it with your friends and when they switch to Grain<\/a>, you\u2019ll both get a month of free service, each. And if they\u2019re stuck in a contract? Don\u2019t worry – we can help with that too<\/em>\u201d.<\/p>\n

In response, YouFibre complained to the ASA that the ad had “made misleading price rise claims about an identifiable competitor<\/em>“. The ASA ultimately felt the claims were likely to be understood as objective claims about the likelihood of in-contract price rises following the takeover, which is a common fear (albeit one that is currently unproven), and upheld the complaint.<\/p>\n

ASA Ruling Ref: A26-1333462 Grain Connect Ltd<\/strong><\/a><\/p>\n

We acknowledged Grain Connect\u2019s view that the references to \u201cprice rise rip-off\u201d and \u201cbig-brand pricing and in-contract price rises\u201d were intended as comparative claims about larger providers such as VMO2, rather than direct claims about YouFibre\u2019s existing or future pricing policy. However, we considered that consumers were likely to understand the claims together, rather than as separate statements. We therefore considered that consumers were likely to interpret the ad to mean that, as a result of the takeover, YouFibre customers would face the type of pricing associated with VMO2, including in-contract price rises. We therefore expected to see evidence that YouFibre would, following the takeover, introduce in-contract price rises.<\/p>\n

We understood that existing YouFibre customers would not be transferred onto VMO2 contracts. We therefore considered that Grain Connect\u2019s evidence about VMO2\u2019s own published terms and conditions was not relevant to the claim consumers were likely to take from the ad. We also had not seen evidence that, following the acquisition, YouFibre would cease to operate as a brand, or that YouFibre customers, including former BRSK customers, would move off their existing contracts and become subject to in-contract price rises.<\/p>\n

Because we had not seen evidence that YouFibre customers would, as a result of the takeover, face price rises, including in-contract price rises, we concluded that the ad was misleading.<\/p>\n

The ad breached CAP Code (Edition 12) rules 3.1 (Misleading advertising), 3.7 (Substantiation), and 3.32 (Comparisons with identifiable competitors).<\/p><\/blockquote>\n

As usual the ASA banned the promotion in its current form and told Grain<\/a> to ensure that any future ads “did not make misleading price rise claims about an identifiable competitor<\/em>“.<\/p>\n","protected":false},"excerpt":{"rendered":"

The UK Advertising Standards Authority (ASA) has banned a cheeky email advert from broadband ISP Grain Connect, which headlined with a warning about Virgin Media “taking over YouFibre & BRSK“. But YouFibre successfully complained that the rest of the promotion had made “misleading price rise claims“.<\/p>\n","protected":false},"author":1,"featured_media":40187,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[1],"tags":[99,56,2734,2353,2714,32,475],"class_list":["post-47242","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uk_isp_news","tag-asa","tag-fttp","tag-grain-connect","tag-netomnia","tag-nexfibre","tag-o2","tag-virgin-media"],"share_on_mastodon":{"url":"https:\/\/mastodon.social\/@ispreview\/116881189314800055","error":""},"yoast_head":"\nGrain Broadband Ad Banned by ASA Over Misleading YouFibre Price Rise Claim - ISPreview UK<\/title>\n<meta name=\"description\" content=\"The UK Advertising Standards Authority (ASA) has banned a cheeky email advert from broadband ISP Grain Connect, which headlined with a warning about\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ispreview.co.uk\/index.php\/2026\/07\/grain-broadband-ad-banned-by-asa-over-misleading-youfibre-price-rise-claim.html\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Grain Broadband Ad Banned by ASA Over Misleading YouFibre Price Rise Claim - 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