Virgin Media was told that the ad must not appear again in its current form
which is allright, because the littish book(let) of lies was a one-off ad project, and it has already been delivered to the marks, job done.
p.s. I bet they're now working on an entirely different format, which will come in the form of a "teeny-weeny box of prezzies". And everybody's happy: they run the ad campaign, the ASA can claim they did they own job by telling them to stop, thus proving the reason ASA's own existence (aka budget funding), the other lying (...), i.e. virgin competitors protest (while, in the meantime, churning out own lies in their own campaigns), and yeah, the customer is the happiest of all, to see justice having been served yet again.
Next week in the news: ASA slaps BT for misleading advertising. The week after: ASA tells Sky that their current campaign can not be run in the current format. Who's round is it going to be after that in this merry-go-round?