Re: "As for their misleading adverts..."
"If anyone signed up to Sky on the basis of these ads, wouldn't that be actual fraud then? So those customers should get an automatic discount to match an equivalent price/quality service. To save Sky the costs of investigating each case, anyone who signed up during the time the ads were running should get a discount. Sorted."
Almost there. I think they should get the subscription for free, as punitive fines. It only stops if it hurts. And it only hurts if the beancounters are left crying on a corner, in a fetal position.