B&Q slams 118 118 for Homebase 'piggyback' ads

by James Quilter, Marketing 01-Feb-06

B&Q has accused rival Homebase and directory enquiries service 118 118 of 'shoddy practice' over their trial of SMS 'piggyback' ads.

118 118 is currently offering brands the option of adding their contact
details to follow-up text messages sent in response to enquiries for
rivals' numbers (Marketing, 18 January).

Homebase, which had been taking part in the trials, has now withdrawn,

according to B&Q, which says it has threatened its rival and 118 118

with litigation.

B&Q believes it has a strong legal case, as similar 'diversion
techniques' on other media, such as internet search engines, have been
successfully challenged.

Neither Homebase nor 118 118 would comment on B&Q's legal challenge,
though a 118 118 spokesman confirmed that Homebase was no longer
involved with the service. He added that the trial would continue with
other brands and that B&Q had been invited to take part.

B&Q marketing director David Roth said: 'Offering customers a Homebase
telephone number alongside our own is deliberately misleading.'