THE latest telephone prize promotion is a scam, an absolute rip-off. Not our words, but those of North Yorkshire trading standards boss Gordon Gresty.This begs the question: why is such a confidence trick allowed to continue?

There can be no doubt that this operation causes widespread anxiety. We have received many calls from concerned readers who have been targeted by the promoters. Trading standards have received similar calls.

The letters are an example of marketing at its most intense. Recipients are offered congratulations because they are "guaranteed to receive" one of the items shown. These range from a mobile phone to a Mercedes car.

They are urged to pick up the phone and dial the "24 hour claim line" immediately. In smaller print towards the bottom of the page, the reason is made clear.

"Calls cost £1 per minute and can last up to nine minutes," it states.

Trading standards have failed to find anyone who has won a prize. Neither can they be sure how many people have rung the "claim line", paying up to £9 a time.

But even if it is only a small proportion of the many thousands who have received the letter, that will be enough to make the organisers a very healthy profit.

No one should be blamed for having dialled. At this time of year, we are all under pressure to find suitable presents for Christmas. This 'competition' seems to answer the prayers of those wondering where that special gift is going to come from.

Moreover, it offers a guarantee in black and white that callers will receive a prize. Surely the promoters would not be allowed to make such a promise if it were untrue.

Unfortunately, however, they seem able to do precisely that. While competitions in newspapers and magazines are heavily regulated to prevent fraudulent boasts, no such rules appear to govern telephone-based giveaways.

Back in February, the Evening Press uncovered an almost identical scam. Telephone line watchdog Icstis promised to pull the plug immediately. It failed to do so.

Even if it had, this would have been shutting the stable door after the horse had bolted. Companies should be prevented from sending out the misleading promotional literature.

Selby MP John Grogan took up the fight for better premium phone line regulation after our February revelations. He should now press again for the telephone watchdog to be given real teeth.

The public deserves better protection from such absolute rip-offs.

see NEWS 'Throw 'em in the bin'

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