Furniture store complains about DFS advert on 118 118 calls
Kent based house furnishing store J.C Farley Ltd has complained over ‘unfair’ advertising on 118 118, with callers who dial to find out the number for the J.C Farley store having to listen to adverts for DFS.
John Farley, owner of the store, told Kent News: “One of our oldest customers who didn’t have our number on him used one of his customers’ phones to call 118 118 to get our details and was given the spiel about all the special offers at DFS.
“He was a bit fed-up. They wouldn’t give him our number until they had finished telling him about DFS. That is a premium line and they make you stay on the phone whether you want the information or not.
“It’s not illegal as far as OFCOM is concerned, but what they’re doing is insidious.
“We don’t sell the same products as DFS; a lot of what we do is different. The thing that I find wrong is they keep the caller on the phone, which costs money.”
It has been reported that this is not the only time that 118 118 has had adverts for rival companies being offered before the number requested is given.
One caller asking for a local car hire firm in Reading was reportedly asked if they wanted to take advantage of a deal being offered by Avis instead.
Nik Hole, chief executive of 118 118, is reported as saying his company promoted rival firms only if it was convinced they were offering callers genuine benefits.
He said: “If a customer is calling for a service, why shouldn't they be told about the alternatives that might be better?
“We're not stopping people getting through to any number they want, nor are we misleading consumers.”