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The complaints were among eight received relating to advertising for Top Up TV.

In the ad, a voiceover says that Top Up TV offers "11 quality channels through your aerial... for only £7.99 a month" with onscreen text stating "Channels are broadcast at Top Up TV specific times".

However, the people who complained said that channels could start or end part way through a programme and only a maximum of five of the 11 channels could be viewed at any one time, but that this was not made clear in the ad.

The Advertising Standards Authority upheld the complaints, rejecting the argument that the onscreen text made the nature of the service clear -- even though it had previously looked at the issue of Top Up TV's advertising.

"We accepted that previous revisions to advertising for Top Up TV had gone some way to avoiding the likelihood of misleading viewers. However, we considered that the extent of the particular characteristics to the service, and the lack of clear information about them in the ad, was still likely to mislead some viewers," it said in its ruling.

Three more complaints about a Top Up TV ad appearing in an Argos ad were also upheld. These said that the text outlining the times that the channels were on was too small to read and was therefore misleading.

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