The ASA have recently ruled that advertisers must not  describe an offer as free if there are costs to consumers,other then non premium rate phone calls,postage,carriage or reasonable travel to collect the item.It goes on to say ( The Advertiser must make it clear the extent of the consumers liability for any costs).

So therefore if it is accepted that calls to 0844,0845,and 0870 are premium rate and the advertiser does does make it clear in the ad the true cost of the calls.There would appear to be grounds for complaint to the ASA.

I suppose it all hinges on whether or not the ASA consider 0844,0845,0870 calls to be premium rate.

I have emailed the ASA to clarify this point.I will post the outcome.

I suggest you ask the ASA what is the difference between 0871 and 0901, both cost exactly the same.

One is a premium number, the other one is not!

(According to them.)

juby

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That's not actually true. 

From a BT residential landline, calls to 0871 numbers cost 5, 6, 7, 8, 9 or 10p per minute depending upon subsequent digits.

Similarly, calls to 0901 numbers cost up to £1.01 per minute depending upon subsequent digits.

The second I don't object to because users are required to publish the call cost.

The first is the problem because there is no requirement to publish the call cost, there are six different possibilities (which most people don't know anyway) and, being so similar to 0870, the 'charged at national call rate' ambiguity (lie) is again present.

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I am not a politician and, as a result, I am on the side of truth.

Hence, the figures I quoted are truthful and are not selective to suit my argument.