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Bank scamming on 0870 revenues - a trading standards issue?

One of the most prominent high street banks are distributing printed material in their branches, where an important customer contact number (an 0870 number) is printed. But when you call that number you don't get any service other than a pre-recorded messaging that states they are no longer answering that number and referring you to an 0845 number (ie, now that we've got a bit of revenue on the 0870 call, go make another call to another number).
Shouldn't it be illegal for commercial entities to earn funds on phone calls that they publish but do not give service on? Shouldn't it either be there duty to a) forward at their expense calls on an 0870 number that they do not actively answer; or b) not answer the 0870 number so that callers do not get billed for a mere recording; and c) refrain from distributing printed information with an 0870 number that is only going to tell you to call elsewhere.
Would this be a matter for trading standards?

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