Bogus phone book ads target of approved bill

AUGUSTA – Misleading phone book ads that make a business look as if it’s local when it’s not will become illegal under a law that has made it through the Legislature and awaits Gov. John Baldacci’s signature.

The Senate last week gave its final approval to a bill, LD 1711, which prohibits businesses from misleading consumers through phone book ads.

While customers think they’re dialing a local business, calls are actually going to out-of-state companies using boiler-room phone banks to take calls, according to supporters.

Sen. Stephen Stanley, D-Millinocket, sponsor of the bill, said he has heard complaints from florists who say some companies are posing as local businesses when they’re not.

Stanley said his bill stops deceptive tactics by requiring out-of-state companies to say in the phone book where they’re located.