Virgin Media has been fined £28m — the largest ever penalty for direct consumer harm under Ofcom’s rules — after the regulator found the company used “deliberate call-dropping” tactics to stop customers from cancelling their contracts.
Ofcom said that over nearly three years, millions of phone calls from customers were “likely mishandled”. The investigation uncovered excessive call transfers, customers being put on hold “for no reason”, and a commission scheme that “effectively encouraged” call centre agents to behave in this way by financially rewarding them.
“Virgin Media fined record £28m for deliberate call-dropping to prevent customers cancelling.”
“The facts are clear. Virgin Media made it harder for customers to cancel their contracts and then did not fully cooperate with our investigation,” said Natalie Black, Ofcom’s group director for infrastructure and connectivity. “As a result, we are levelling our largest ever fine under our consumer protection rules for direct harm to consumers.”
The penalty, originally higher, was reduced by 30% after Virgin Media admitted its failing and agreed to settle the case, Ofcom added. The fine underscores the regulator’s determination to punish firms that deliberately obstruct customers from switching to better deals — a practice that can cost consumers millions in overcharges.