Reverse call ad banned0800 Reverse ad has been banned

25 January 2006

A TV advert for reverse-charge calls featuring pop star Holly Valance has been banned for failing to give call costs

Anyone accepting a call from 0800 Reverse is charged at least GBP 2.50 for connection, plus a minimum three-minute call charge. But the commercial didn't show these charges.

The Advertising Standards Authority (ASA) ruled today that the ad was misleading and demanded changes before it could be shown again.

Cost 'likely to influence decision'

The ad showed former Neighbours actress Holly Valance dialling 0800 Reverse from a public phone. On-screen text said that an operator service and call charges applied. Viewers were directed to the company's website for prices, terms and conditions.

The ASA said the cost was likely to influence a viewer's decision to use the service and a recipient's decision whether to accept a call.

The ASA said its test of 0800 Reverse revealed that the automated operator didn't mention the charges either.

Responding to the complaints, 0800 Reverse said its advertising focused on the service's availability and ease of use. The company felt its commercial didn't need to include further price details because it made no claims about charges.