Last week I submitted two complaints to the ASA for TV advertisements from both Dell and Virgin that advertised a contact number (0870 & 0871 respectively) but did not state the cost of the calls. I included the two links on the ASA's website that state that these calls can no longer remain silent.
Here is their reply:-
Quote:RE: Your complaint about Dell Ideal Pc and Virgin
We’ve investigated the points you raised but don’t think there are sufficient grounds for ASA intervention.
The CAP news article you refer to is entitled ‘Stop the Call Confusion’. It advises that advertisements which feature 084 and 087 numbers should include call cost information. But this specifically relates to advertisements in non-broadcast media and not television.
The ASA Broadcast Council judged that in the absence of a regulatory obligation to do so, it would be disproportionate to require broadcast media, radio in particular, to include call costs to 08 numbers. Both Councils are mindful of Ofcom’s continuing consultation on changes to the present Number Translation Service (NTS) regime. (The closing date for responses to Ofcom’s consultation is 6 December). It is likely that the outcome of this consultation will harmonise CAP (non-broadcast) and BCAP’s (broadcast) policy in regard to the advertising of 0845, 0844, 0870 and 0871 numbers.
Basically, the guidelines on call charges are only applicable to non-broadcast advertisements.
Which I believe completely narrows down making complaints against them. Therefore it has to be an advert in a paper, magazine, or a pop-up advert on the web. All other media - TV, radio, websites, etc are excluded.
I can't believe they've come out with that. What difference does it make if the advert is on paper or on TV. More people watch TV so it's affects more people on TV than an advert in a paper or something.
I believe this should be brought up with OfCOM.