Customer service helplines

United Kingdom
04/02/2014
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This article was produced by Olswang LLP, which joined with CMS on 1 May 2017.

It is not mandatory for distance sellers to provide a telephone helpline for customer service, however where traders do operate one, there are new restrictions on the numbers which may be used. Under the new rules, any customer helplines must not charge more than the "basic rate". Geographic numbers or 01, 02 or 03 numbers which are always set at the same rate, free phone numbers and standard mobile numbers are acceptable. However, premium rate numbers, revenue sharing numbers and 0870 numbers (which may be higher than a geographic number) may not be used. The new rules make traders contractually liable to refund the consumer any charges above the basic call rate.

Traders may provide an 0845 or similar number in addition to a basic rate number, provided the basic rate number is given equal prominence.

The new restrictions do not apply to technical support lines (provided these are separate from any numbers for reporting problems with orders or products purchased).

In terms of methods of contact for customer support, traders are still obliged (under the Electronic Commerce (EC Directive) Regulations 2002 to provide consumers with an email address by which the trader can be contacted "rapidly" and in a "direct and effective manner". The CCIACRs require traders to provide a geographical address in all circumstances and to also provide telephone, fax and email contact details "where available".

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