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Icstis, the premium-rate services regulator, has fined BT Directories and The Number £10,000 each for misleading consumers about their 118 directory enquiry services. Both were fined for placing ads in the style of a public notice last month. The Number's ad was a direct parody of BT's ad. Icstis also accused BT of misleading consumers into thinking its service was the exclusive replacement for 192, and The Number for making its pricing information insufficiently prominent.