In a stunning display of customer retention strategy that would make a toxic ex-boyfriend proud, Virgin Media has been slapped with a £28m fine by Ofcom for making it nearly impossible for customers to cancel their contracts. The communications regulator revealed that the company's call center agents employed a variety of creative tactics, including deliberately hanging up on customers and putting them on hold for no reason - presumably while they laughed maniacally.

Ofcom's investigation covered the period between January 1, 2022, and September 11, 2024, during which millions of calls were 'likely mishandled' to prevent or delay customers from switching to a better broadband, landline, or pay-TV deal. The fine was reduced by 30% because Virgin Media admitted its failings and agreed to settle - like a defendant who confesses only when the evidence is overwhelming.

Ofcom uncovered a treasure trove of anti-customer behavior: excessive call transfers, deliberate hang-ups, repeated pressure to stay, and keeping customers on hold unnecessarily. The regulator noted that Virgin's commission scheme effectively encouraged and financially rewarded agents for this behavior. So, basically, the more you annoyed customers, the more you got paid.

Natalie Black, Ofcom's group director for infrastructure and connectivity, described the actions as 'pretty shocking' and showing 'poor behavior.' She added that Ofcom tried to resolve the issue informally in 2022, but there wasn't the will to do that - which is corporate speak for 'they ignored us until we got out the big stick.'

Ofcom received complaints from 1,881 customers who reported difficulties canceling. Some resorted to canceling their direct debits, which led to missed payments impacting their credit scores. Because nothing says 'I want to leave' like voluntarily wrecking your financial future.

Virgin Media apologized to the 'small proportion who experienced an issue,' which is a bit like saying 'sorry to the few people we actively screwed over.' The company claims it has 'completely redesigned' its customer service and that Ofcom's latest data shows it is now the least-complained-about broadband provider, with complaints specifically about 'difficulties leaving' down 89% last year compared to 2023.

The fine must be paid within two months and will go to the Treasury. It is the largest Ofcom has issued under its consumer protection rules and its third largest ever, trailing only the £50m fine against Royal Mail in 2018 and the £42m fine against BT in 2017. Interestingly, Virgin Media was also fined £23.8m in 2025 for leaving thousands of customers without access to lifesaving telecare alarms during the digital switchover. So, they're consistent, at least.