I got the following reply from picstop.co.uk when I queried their use of 0870 for phone & fax :-

The 0870 number is a "National Rate" number and is a fraction of the cost of the rate of a premium rate line - If you wish to call you can call on 01624 670005 which is the local number which if you are in the UK will be charged at "National Rate"

Does this not demonstrate exactly the confusion (or deception??) of firms and what they tell people about 'National Rate'.  This clearly says 0870 and 0162.... will be charged at same cost!!!

Needless to say , I have explained to them - but it is only one of millions of such firms!