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BSkyB refuses to air ad highlighting BT’s Premier League coverage

BT has complained to Ofcom after BskyB refused to air an ad for the rival media company on its Sky Sports portfolio.

It has been revealed that BSkyB refused to run the ad to promote BT’s Premier League and other sports coverage, although the media giant suggested that BT would be welcome to run ads on its non-sports related channels.

A spokesperson told The Guardian: "There many other avenues for BT to advertise its sports channels without seeking to take advantage of the investments that we've made to build Sky Sports. It's entirely reasonable for us to choose not to carry advertising for a directly competing service."

Ofcom is investigating the grievance, which BT describes as ‘unjust discrimination’, under the Code on the Prevention of Undue Discrimination between Broadcast Advertisers.

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