Yell's current ad campaign refers to 118 247 as the winner of the best service from a landline, an award handed to it last September by 118tracker.com, an independent body covering the sector.
However, The Number said it believes customers are being misled, as according to a study of the sector published last week by Ofcom, 118 118's service came top for accuracy, with a 93% hit rate for numbers given. Yell trailed with 87%.
The Number is planning an outdoor campaign highlighting the result of the Ofcom report. The posters are likely to feature the 118 118 runners tearing up directories and the headline 'Shout, scream or yell, it's official - 118 118 is the best'.
Yell also won 118tracker's best service award in 2004. The body said it was based on submissions by the providers and judged by an independent panel.
The Ofcom study claimed the average level of specific accuracy across the sector remained at 90% from 2004 to 2005. However, only half of all consumers can spontaneously recall a 118 number; in 2004, the figure was about 60%.
The study also reported a fall in use of directory enquiries services, with only 50% of adults using them. The reduction in use has been blamed on a perception of high charges.
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