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Regulators look at long distance WASHINGTON -- Flooded with reports from consumers who feel confused or misled, federal regulators took a hard look Thursday at the advertising used to tout telephone long-distance plans and "dial-around" services. The Federal Communications Commission and the Federal Trade Commission held a joint forum to discuss some of the problems that have arisen in the competitive long-distance market. While consumers now have more options, there also is greater potential for confusion, regulators says. In many instances, advertising is compounding the problem. "Many of these ads fall short of what I believe is adequate protection for consumers," said Robert Pitofsky, the FTC chairman. He cited ads in which companies compare their plans with rivals', but use obsolete figures, and ads where key information is buried in the fine print. In one instance, Pitofsky said, a long-distance advertisement contained all sorts of qualifications -- in type 1/70th the size of the rest of the promotion. "I find some of these ads confusing," said FCC Chairman Bill Kennard, the nation's top telephone regulator. The FCC has received 3,000 complaints for consumers about long-distance advertising and marketing since January 1998. For example, someone using a service that costs 99 cents for a 20-minute call could still have to pay the full price even if they are only on the phone a few minutes. Dial-arounds now represent 7.5 percent of the long-distance market, and 20 percent of U.S. households have used such a service in the past year. But consumers may not always be getting the best deal, warn some advocates. Companies and regulators say consumers have to do some legwork in this competitive marketplace. That means sitting down with old bills and figuring out when the majority of calls are made and how long those calls last. This addition to the FCC Web site, at www.fcc.gov/marketsense , gives consumers tips on comparison shopping and links them to sites that will even do the cost calculations for them. Groups such as AARP say the industry could use larger type in advertising or put at the top of an ad any disclosure of flat fees that come with the per-minute charges. Today's Business Index Mail Tribune Copyright � The Mail Tribune 1999, Medford, Oregon USA