Directory enquiries service 118 118 is to roll out its SMS ‘piggyback’ ads service, despite B&Q’s threat of legal action.
I’m not that sure that 118 118 are doing anything wrong. If I phone up Directory Enquiries, ask for B&Q’s number and the operator says "oh, and would you like the details for Homebase too?" I’ll probably say yes.
What are B&Q going to do next? Sue the Yellow Pages for putting their ads in the vicinity of competitors?
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