I saw a TV advert by Co-op travel advertising 0845 as "local rate". I understand this is wrong, but who do I complain to?

Links to other ASA adjudications are here.

They have said a couple of times that the use of the "local rate" term is not only misleading because 0845 isn't charged as such, but also because it serves to reinforce the myth that there is still such a thing. Refer to the Datel Group adjudication for more on this.

BenDToy wrote on Jan 22^nd, 2009 at 9:17pm:

This may be rather futile now seeing as the BT rates changed on 16th January to make them inclusive for those on option plans, and they are still charged at the local rates for those not on a plan !

I don't think you'll win anytime soon 

DaveM wrote on Jan 27^th, 2009 at 7:36pm:

This is an interesting point. They are not the same; they are in fact less.

Those on BT Calling Plans (formally BT Together Options) will be charged as follows:

Unlimited Weekend Plan (Formerly known as BT Together Option 1)

Daytime (01/02/03) 3.92ppm
Daytime (0845) 1.96ppm

Evening (01/02/03) 1.47ppm
Evening (0845) 0.49ppm

Weekend (01/02/03/0845) 0p for first hour


Unlimited Evening & Weekend Plan (Formerly known as BT Together Option 2)

Daytime (01/02/03) 3.92ppm
Daytime (0845) 1.96ppm

Evening (01/02/03/0845) 0p for first hour

Weekend (01/02/03/0845) 0p for first hour


Unlimited Anytime Plan (Formerly known as BT Together Option 3)

Daytime (01/02/03/0845) 0p for first hour

Evening (01/02/03/0845) 0p for first hour

Weekend (01/02/03/0845) 0p for first hour

Also don't forget that BT Payphones division charges a whopping 19.5p per minute to call an 0845 number versus only 1p per minute to an 01/02/03 number, albeit that both are subject to the same 40p minimum call charge.

Regardless of the BT price changes for 0845 and 0870 calls for BT Together plan customers and regardless of DaveM's distinctly sarcastic and unhelpful attitude towards the OP (#) this advert quite clearly still violates ASA guidances and is incorrect because there is no longer a local call rate in this country.  There is just a single national call rate for any call in the UK and the only thing that varies is the tarriff rate associated with the number you have dialled.

Any complaint to the ASA on this matter should be therefore be successful.

Could the time, date and channel on which this advert occurred please be given by the Original Poster so that more of us here may submit a complaint to the ASA.