The Competition Bureau has fined Bell Canada $10 million for what it calls the phone company’s misleading pricing for its wireless, broadband, phone, and satellite TV services.  The agency accused Bell of advertising one price for service, but charged customers considerably more after hidden fees were tacked on.  That made it impossible for any customer to actually purchase Bell’s services at their advertised prices.

The fine, the maximum amount that can be levied, was designed to send a message, according to Commissioner Melanie Aitken.

“When a price is offered to consumers, it must be accurate,” Aitken said. “Including a fine-print disclaimer is no license to advertise prices that are not available.”

Since December 2007, Bell routinely advertised product bundles that it claimed were priced at less than $70 a month, but after the hidden fees were calculated, Canadian consumers routinely paid north of $80.

Aitken

Aitken took issue with rental fees for equipment, term contract escape penalties, mandatory “add-ons” that were not included in the advertised price, and hidden “junk fees” designed to look like government-mandated taxes.  They all routinely add at least $10 to most telecommunications bills, even before actual government fees are calculated.

Bell protested the Bureau’s findings, but quickly agreed to pay the fine, modify its advertising, and cover the $100,000 estimated cost of the agency’s investigation.

The Competition Bureau has become a thorn in the side of many major corporate entities in Canada after winning new powers in 2009 to protect consumer interests.  The agency is currently pursuing a $10 million fine against Rogers Communications for “hit piece” advertising misleading consumers about Rogers’ wireless rivals — especially Wind Mobile.

But Rogers is not going quietly as Bell has done, vowing to drag the matter through the courts to void any fines or penalties.

Aitken promises she isn’t necessarily done with telecommunications companies, suggesting any company burying extra costs in the fine print, or subjecting customers to penalty fees for canceling service might be on notice.

Telecommunications companies in Canada have traditionally opposed government agencies that champion consumer protections.  Most notably, Bell, Rogers, and Quebecor Media have all attacked the Commissioner for Complaints for Telecommunications Services, an independent agency that monitors and assists consumers with issues related to phone and cable companies.  Bell wanted the organization abolished, while Rogers and Quebecor sought to see participation in it made voluntary.

Unfortunately, consumers won’t share in the $10 million fine from Bell.  Those funds will be collected and kept by the Canadian government.

[flv width=”640″ height=”388″]http://www.phillipdampier.com/video/CBC Bell fined 10M over ads 6-28-11.flv[/flv]

CBC covers Bell’s $10 million dollar fine for advertising one price for service, but sending a much higher bill with tacked on hidden fees and surcharges.  (2 minutes)