Many competing companies like BT, Sky and Virgin Media regularly complain to the ASA about each others advertisements so of course you don't need to have bought a product to raise concerns, that is just plain daft.
Just the other day Sky complained about BT's use of the word 'free' in their adverts for BT Sport with Broadband.
Just the other day Sky complained about BT's use of the word 'free' in their adverts for BT Sport with Broadband.