In which they deviously compare the cost of a call to an 0870 number with 'BT standard retail rates, excl. VAT' - which 99% of UK residential customers were forced to move from on 1/7/04.
And, in contravention (now) of ASA guidance, they state:
Quote:0870 numbers
For an end user, the cost of dialling an 0870 number from a landline is equivalent to calling a national geographic number.
If I was to use BT to make my calls, the cost of calling a national geographic number on a weekday would be 3p/minute incl. VAT and the cost of calling an 0870 number would be more than 2½ times that - 7.51p.minute incl. VAT.