Fine prompts ITV to rethink its phone numbers


Just days after ITV was fined more than £5m for “for seriously and repeatedly misleading its audience” with its use of premium-rate phone lines, the company is reported to be scrapping all of the non-geographic numbers used at ITV head office.

Last year, the 020 phone numbers for all of ITV’s London staff were turned into 0844 numbers – which charge up to 5p a minute and allow “revenue sharing”, where ITV can receive a per-minute payment for every call it receives.

According to the Observer’s Pendennis column, the numbers are reverting back to normal London phone numbers.

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