The final frame is frozen and annotated to highlight promotion of a 0844 telephone number without the Service Charge. Declaration of the Service Charge has been a regulatory requirement since 1 July 2015. Sky TV has already been notified of a similar recent case - although the offer being advertised there has now lapsed.
This case has been reported to the ASA, which enforces the BCAP code, in partnership with Ofcom. We hope to see exemplary action, so that the need to declare Service Charges becomes widely recognised and understood - primarily so that those who cannot justify them cease using numbers that impose them on callers.