05:12 ET<\/span>
\n<\/span><\/p>\nSome consumers are calling high-cost phone lines for information that might be available for free elsewhere, regulator PhonepayPlus has warned.<\/p>\n
A number of websites, adept at pushing up their ranking on search engine results lists, are offering numbers to those looking for helplines or stores’ customer service departments.<\/p>\n
But the premium rate numbers provided can cost up to \u00a31.53 a minute.<\/p>\n
Two firms were fined by PhonepayPlus for failing to make the cost clear.<\/p>\n
Caution needed<\/span><\/p>\nPeople who are looking for help and information on a range of issues may use the internet to search for a phone number of a specific organisation – such as a government service or High Street retailer’s number.<\/p>\n
Some businesses have set up websites with a list of numbers. Using search engine marketing, these are in a high position on sponsored links on search engines.<\/p>\n
However, the numbers provided can be premium rate numbers, for information that can be provided for free elsewhere.<\/p>\n
“We continue to look for ways to work with search engine providers to stop activity that causes consumer harm,” said Paul Whiteing, chief executive of premium rate regulator PhonepayPlus. <\/p>\n
“Before calling any number, consumers should look carefully at the numbers that any websites provide and remember that premium rate numbers generally begin with 09 prefix.”<\/p>\n
The issue came to light as the regulator fined two businesses \u00a350,000 each for misleading consumers and failing to make the price of calling a premium rate number clear to them.<\/p>\n
They were AT Telecom Ltd, which ran “Customer Service Contact Numbers”, and Customer Services Helplines (UK) Ltd, which ran a service called “Customer Service Numbers”.<\/p>\n<\/p><\/div>\n<\/p>\n
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