From Mr Graham McWilliam.

Sir, BT complains that Sky has chosen not to carry advertising for its sports channels on Sky Sports (“Ofcom probes BSkyB refusal to run BT ads”, report, April 9).

For us, this is perfectly reasonable, given the billions that we have invested to build our brand. As one media buyer has observed, it would be “a bit like Tesco being able to advertise inside Sainsbury’s”.

We must correct BT’s assertion that it is “happy to take Sky’s advertising but they seem afraid of taking ours”. For the record, BT advertises on Sky every month of the year and can promote its sports channels on all of our channels except Sky Sports.

More pertinently, Sky is blacklisted by BT from advertising on the web portal aimed at its broadband customers. This has been the case since we entered the home communications marketplace in competition with BT several years ago.

Instead of complaining, we got on with building a successful broadband business. BT, in contrast, has taken the well-worn path to Ofcom’s door and compared itself to “a new born puppy”. Before honing its soundbites or filing yet another complaint, this £22bn gorilla in puppy’s clothing would do well to look at its own double standards.

Graham McWilliam, Group Director of Corporate Affairs, Sky, Isleworth, UK

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