Rival operator The Number lodged a complaint with the ASA about the line, which BT has been using since the service's launch in December 2002. ASA codes state that the word 'new' can be used for a launch for up to a year.
As Marketing went to press, The Number's complaint was being passed to the ASA Council.
Offending sites include phone-box posters, BT's website and its fleet of vans, though this falls under the remit of Trading Standards. Radio, bus-side and train platform ads have run their course in the past few weeks.
The company spent more than £10m on 118 500 ads in the first half of this year, according to Nielsen Media Research. BT said it was aware of the complaint.
BT and The Number were embroiled in an ASA dispute in 2003 over a BT ad using the line 'Public notice'. The ASA ruled against BT.
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