Valerie Howarth, spokeswoman for ICSTIS, said: 'There are only so many long-legged blondes in a community. But if you read the ads you might think differently.'
ICSTIS is worried that many telephone dating advertisements are placed just for the revenue generated by the calls - often made to an electronic message machine - which are then not answered. The calls cost 39p a minute at cheap rate and 49p at peak times.
Ms Howarth also said that there is concern that some dating services might be a cover for prostitution. This has not been a significant problem so far, but ICSTIS has pulled the plug on 150 dating lines because they were sexually explicit or had sexual overtones.Reuse content