A commission scheme paid staff to discourage cancellations, contributing to direct harm to consumers.

Some customers stopped direct debits, which harmed their credit scores.

Regulator officials stressed that providers acting against consumer interests will face significant penalties.

Natalie Black, Ofcom’s group director for infrastructure and connectivity, underscored the seriousness of the violation and warned providers will pay a heavy price for harming customers.

Ofcom reiterated the direct harm to consumers and its commitment to enforcing telecoms consumer protection rules.

Ofcom fined Virgin Media a record £28 million for widespread mishandling of calls between early 2022 and late 2024, which delayed or prevented customers from switching providers.

Virgin Media has since overhauled its customer services, including reforms to commission structures, training, quality assurance, and monitoring.

The report places current performance in historical context, noting prior fines and regulatory actions.

Which? called the findings shocking and emphasized the cost‑of‑living crisis context, while Ofcom said the actions caused direct harm to consumers.

The £28 million fine must be paid within two months and will be passed to the Treasury; affected customers are to receive compensation or remedies within six months.

Virgin Media introduced the One Touch Switch Process and additional safeguards to prevent recurrence, with Ofcom and Natalie Black confirming the reforms.

Consumers are advised to use the One Touch Switch policy and shop around before cancelling, to ensure smoother switching and better deals.