The Advertising Standards Council of India (ASCI) has served a notice to India's largest telecom operator, Bharti Airtel, terming its advertisements to promote 4G services as "misleading".

The self-regulatory body for advertising content in India has asked the operator to withdraw the advertisement.

"The claim in the ad, 'Airtel 4G is the fastest network ever' and 'If your network is faster, we will pay your mobile bills for life', is misleading by omission in the absence of appropriate disclaimers in the print, TV, hoarding advertisements. The advertisement contravened Chapter 1.4 of the code," said the notice.

The advertisement was rolled out after Airtel announced its nationwide launch of 4G services in August.

"We have advised the Advertiser to withdraw or to modify appropriately the said advertisement before 7 October 2015 or seek a review of the decision. If you continue to see the advertisement after the due date, kindly bring the same to our notice," said the ASCI notice.

The ASCI move comes in the wake of a complaint filed by a customer whose identity could not be traced, Livemint reported.

Airtel said that it has asked the ASCI to review its decision and is furnishing data to defend its promotion of 4G service through the advertisement.

"We are confident of getting a favourable response from them," an Airtel spokesperson, told The Economic Times.

"4G technology is proven to deliver the fastest Internet experience, and the same has been accepted globally. As the only commercial providers of this world-class technology in India, our advertising campaign revolves around the 4G promise of fastest Internet speeds and features a set of claims that are based on rigorous test conditions," said a statement from Airtel.