It is worth noting what the ASA said in their assessment of this case :---

"We also noted the ad did not make clear the nature of the phone calls consumers had to pay for, which we understood incurred the costs associated with 0844 calls. We considered the ad was misleading because it did not make sufficiently clear, without contradiction, the extent of the commitment a consumer must make to take advantage of the free element of the service. We therefore concluded that it breached the Code."

Pleasing to see that the ASA recognise the true nature of 0844 calls and that they cost more and are always excluded from packages.   

The ASA ruled the following Action :---

"The ad must not appear again in its current form. We told Powwownow to ensure their future advertising made clear the extent of the commitment consumers must make to take advantage of their bridging fee-free service." 

So how much notice have POWow taken of this ruling?   

The website still carries this banner "

The Free Conference Calling Service

"  er what? Free?   

Oh, I see there is a line in tiny little print, hardly noticeable.  " 

The ASA ruled that the advert must make clear ..... the cost.   The point is its NOT free!   It is as PoWow stated ONLY bridge-free. Free of a bridging fee !!!!

Perhaps ASA should look at this again? 

In the powwownow ruling, as published, the ASA has completely missed the point.

The powwownow service is not free.

Powwownow doesn't charge a "bridging fee", but participants do pay a fee for using the conferencing service.

Callers pay Powwownow about 5p/min for using the service.

Powwownow collect this fee through the Service Charge included within the "bundled" price of calling one of their 0844 telephone numbers.

Powwownow will be forced to declare this fee once the "unbundled tariff" system is in place.