BSkyB complained to the Independent Television Commission about a TV advertising campaign created by Mother, in which ITV Digital claimed that viewers "would not need a dish [to receive the service] -- you can get all the channels through the ITV Digital Box".
BSkyB said that this was a misleading comparison with its service because there are scores of channels available on digital satellite that are not available on ITV Digital.
ITV Digital and the BACC acknowledged BSkyB's point and rephrased the ad to read "you can get up to 50 channels through the ITV Digital box". The ITC noted the change but judged the original ad to have been misleading.
The move is the latest in a tit-for-tat spat between the rival broadcasters.
BSkyB is currently under investigation by the Office of Fair Trading after ITV Digital lodged a complaint claiming that its rival was acting anti-competitively. The investigation will look into ITV Digital's claims that BSkyB is charging too high wholesale prices for access to its Sky-branded channels.
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