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The complaint centres around the image of a bullet hole on Virgin's promotional leaflet for its latest broadband offer. The image was supposed to suggest its broadband was faster than a speeding bullet, but the pun apparently missed its mark, with 10 customers taking umbrage with the advert and complaining to the ASA.

"Ten

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recipients questioned the acceptability of the use of an envelope that appeared to have sustained a gun shot," the complaint reads.

"Five of them considered the approach was particularly inappropriate at a time when they believed the incidence of gun crime and concern about the unlawful use of guns was rising, either in society as a whole or in particular areas."

In its defence, Virgin pointed out that "it was clear that the envelope had not actually sustained a gun shot". The company said it "was clear that the hole had simply been punched through and that the torn edges were artwork designed to create the impression of a bullet hole."

Indeed, the ASA agreed with Virgin that most people weren't likely to mistake its advertising material for mafia threats. It did, however, take issue with the fact Virgin hadn't placed its name on the envelope, and so had not identified it as marketing material.