Advertising Non-Geographic Numbers
Due to the recent changes imposed on the advertising of non-geographic numbers I thought it worth summarising some points that are already catching many people out.
0843, 0844 or 0845 – You may not use any statement that implies that these calls are charged at local rate. Instead you should make the customer aware of the actual cost of the call, or alternatively that calls are charged at a special services basic rate. Trading Standards suggest either of the following two statements;
• ’Calls will cost up to 5p per minute for BT customers. Calls made using other service providers or mobiles may cost more.’
• ’Calls charged at Special Services basic rate, check with your service provider.’
0870, 0871 or 0872 – You may not to use any statement that implies that these calls are charged at national rate. Instead you should make the customer aware of the actual cost of the call, or alternatively that calls are charged at a special services higher rate. Trading Standards suggest either of the following two statements;
• ’Calls will cost up to 10p per minute for BT customers. Calls made using other service providers or mobiles may cost more.’
• ’Calls charged at Special Services higher rate, check with your service provider.’
0800 & 0808 – These rules are very unclear at the moment, although there are no firm rules that prevent you from stating that these calls are “Freephone” despite calls to those numbers not being free from mobile phones and some landline call tariffs.
Under the Consumer Protection from Unfair Trading Regulations 2008, it is an offence to give misleading price indications to consumers and to omit details about prices if they also mislead. A £5,000 fine imposed at the magistrate’s court or an unlimited fine and/or a sentence of up to two years in prison can be imposed at the crown court.
For more information you should visit both Ofcom and The Committee of Advertising Practice alternatively contact your local Trading Standards office