Virgin Mobile has been criticised for a controversial advertising campaign which used the issue of kidney donation to promote its pricing structure.

The Advertising Standards Authority found the newspaper advert could have caused distress to people who had suffered kidney problems and put people off becoming donors.

The Virgin Mobile advert read "I will happily donate my kidneys whilst still alive", alongside a box to tick.

At the bottom it said "Be careful what you sign" and explained that Virgin offers involved no ticking of boxes, signing things or parting with kidneys.

The Advertising Standards Authority concluded that the advert was likely to cause distress to kidney patients and could dissuade potential donors.

It also found that the company was guilty of trivialising the efforts of the medical profession.

Virgin Mobile said the advert had been meant as a light-hearted illustration of the demands made by other mobile phone operators.

But it had decided not to use the advert again.