'Free' web registrars slammed for misleading ads

Domain name registrars have come under fire for misleading customers and leaving them to pick up hidden costs after offering them so-called 'free' services.

Every person who registers a .uk domain name is liable to pay the national registrar, Nominet, a minimum annual fee of at least £23.50. But many adverts on the web or in internet magazines fail to mention the compulsory cost - or hide it in the small print at the bottom of the page, according to domain name registrar, NetBenefit.

In response, NetBenefit has launched a campaign calling for more open and honest pricing. It claims some so-called 'free' registrars are overcharging customers for their Nominet fee and then keeping the extra money for themselves.

Chris Read, external affairs manager at the UK's Advertising Standards Authority, admitted it is impossible for the watchdog to check all domain name offers. "All we can do is dip our toe in the water. We can only deal with complaints - but the number of those is doubling every year."

He added that as web users are increasingly targeted with personalised online ads, it is becoming harder to track down evidence for misleading advertising. He advised customers to take a screen grab or print a copy of any page they are worried about.

For information on how to make a complaint, see http://www.asa.org.uk