Aito has criticised a 118 118 phone service that encourages callers to contact rival firms to the ones being requested.
Aito member Journeys à la Carte brought the issue to light after being alerted to it by a client.
When a client rang directory enquiries service 118 118 for the agency’s number, she was told of a special offer from Flight Centre and asked if she wanted to be put through to that number instead.
Sales consultant Claire Hunt said: “We have worked hard on our reputation and this is something that needs to be brought to people’s attention.”
Aito chairman Oliver Broad said 118 118 needed to make it clear to consumers that these offers came from paid-for advertisers. “It’s a bit like on Google where you get advertisers at the top and natural listings underneath,” he said. “If the operator does not explain it is an advertiser, it is misleading. The regulator needs to be tougher.”
Haslemere Travel managing director Gemma Antrobus, who was unaware of the practice, said: “This is appalling.”
118 118 said cross-selling of partner companies had begun two to three years ago and was approved by PhoneplayPlus, the premium-rate number regulator. A spokesman said: “We are trying to give consumers more value and appropriate choices.”
In a statement, PhonepayPlus said: “The decision to provide further information to the customer is in the hands of the provider, but this should be done appropriately.”
Flight Centre said it has had a contract in place with 118 118 to offer customers “an additional option” in the same way that search engines provide paid for advertisements at the top of searches.
Siobhan McGarvey, head of marketing, said: “Our advertising with 118 has been running for two and a half years without complaint. We are liaising with 118 to see if the process has changed recently and have a requested a report from them. We are waiting to hear from them and we will review accordingly.”