Eircom has dusted down its pre-name change "penny-a-minute" advertising campaign, which is now much in evidence on poster sites. The only trouble, of course, is that the penny-a-minute claim is quite misleading as there is a minimum charge to which the telecom company admits in very small print at the bottom of the posters.

Last time out, the small print on the TV version of the ad was so small and fleeting as to be virtually illegible, and on at least one large building wrap poster in Dublin, it was entirely missing.

More to the point, it shows how toothless the Advertising Standards Authority is, as it can only react to specific complaints rather than acting independently.