0870advice.com wrote on Nov 9
th, 2006 at 4:52pm:
I was trying to explain that we have no influence on making our clients promote an 0845 number to their consumers at 3.95ppm - ie on a brochure or website or advert - call XXX company on 0845 123 4567 (call costs 3.95ppm) - as they would have to do with Premium Rate. This should be down to Ofcom to potentially enforce.
I totally agree you have no control over this but I was referring to the fact that you mislead your own customers (businesses) by stating 0845 is local rate and 0870 is national rate. You are clearly aware that you are misleading your customers and this could be brought to the attention of your local trading standards for misleading potential customers. When I say 'local' or 'national' rate I don't just mean stating the cost I was talking about the misleading use of the two phrases, 'local and 'national'. Both these phrases, by definition, could easily imply that 0845 costs the exact same as a real/geographical local number and that 087x costs the same as a real/geographical national number but I know you are aware that there are differences in prices.
This is why so many consumers are still confused simply because of the continuing misleading description of 'local' rate and 'national' rate.
Many years ago 0845 was local rate (and cost the same as a local geographical call) and 0870 was national rate (and cost the same as a national geographical call) but this changed two years ago due to competition, etc but yet CPs still misleadingly continue with these two phrases despite the fact it's not true at all and hasn't been for 2 years.
I'm sure the ASA ruled that a CP couldn't mention that 0845 was local rate and 0870 was national rate, etc. Does anyone still have this link by any chance?