Virgin Media has been hit with a record £28m fine after Ofcom found it deliberately hung up on millions of customers trying to cancel their contracts. The communications regulator said call centre agents used tactics including deliberately dropping calls, unnecessary transfers and putting customers on hold for "no reason" between January 2022 and September 2024.
The investigation uncovered a commission scheme that "effectively encouraged" and financially rewarded agents for behaving in this way. Ofcom's group director, Natalie Black, described the actions as "pretty shocking" and evidence of "poor behaviour". She told the BBC's Today programme that the regulator had tried to resolve the issue informally in 2022 but "there wasn't the will to do that".
“Ofcom fines Virgin Media £28m for deliberately mishandling millions of calls to prevent customers cancelling contracts.”
The £28m fine – reduced by 30% after Virgin Media admitted its failings and agreed to settle – is the largest Ofcom has ever issued under its consumer protection rules, and its third biggest overall. Only Royal Mail's £50m penalty in 2018 for breaking competition law and BT's £42m fine in 2017 were larger.
Ofcom said Virgin Media's behaviour likely acted as a disincentive for millions of customers who wanted to switch to a better broadband, landline or pay-TV deal. The watchdog received almost 2,000 complaints from customers who struggled to cancel.
A spokesperson for Virgin Media apologised to the "small proportion who experienced an issue when contacting us to agree a new deal or cancel their service in the past". The company has since made changes to its commission scheme, training and quality assurance, and monitoring.
Ofcom has ordered Virgin Media to check that every affected customer who complained has received the compensation or other remedies they are entitled to within the next six months. Black added: "Today, we are sending a clear message that any provider who wilfully acts against the interests of their customers will pay a heavy price."
