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Commercial Awareness Compass

Why keeping customers cost Virgin Media £28 million

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Emma Lilley

Emma is a senior in-house lawyer and the founder of Inhoco - the UK's first dedicated in-house careers resource. Focusing on commercial law, she has extensive experience of advising for and negotiating against companies of all sizes across many different industries. She is passionate about increasing accessibility to the law through providing careers advice through her social media channels.

Published Thu, 30 Jul

A massive £28 million fine has been levied against Virgin Media after regulator Ofcom found they were breaking regulations to retain customers. Between 2022 and 2024, call centre agents deliberately dropped calls, failed to log cancellation requests, and subjected customers to excessive hold times, all in a bid to keep customers with the company. 

Where does the line between commercial aggressiveness end and legal liability begin? How do internal commission schemes change how regulators view a company? And what role do commercial lawyers play in balancing revenue targets against compliance obligations?

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