Memes have become commonplace for the viral spread of messages; but there has always seemed to be a distinct gap between this form of communication and the 'upper echelon' of marketing, until now. Virgin Media have begun to use the famous 'Success Kid' meme in their promotional material, including their website and billboards all over UK.

Bringing a slight chuckle to us on our morning commute, we had to investigate further. Because while the image's use in memes may be ethically sketchy-yet legally acceptable, Virgin Media's advertising use would probably end with legal action, unless they've got permission from the source and paid for use. Laney G, Flickr user and owner of the photo left a comment after people started raising these concerns with her: