Just watching an interview on Sky News with the parents of 4 year old Madeleine who was so tragically kidnapped in Portugal and noticed that the appeal numbers for further info were an 0800 number or an 00 44 alternative.
So it seems the message on this kind of thing is slowly beginning to get through to those at the telcos who provide these kind of emergency lines.
On the other hand I heard an appeal for money by the Disasters Emergency Committee on Radio 4 the other night still incredibly using an 0870 phone number.