A missed opportunity...

From This Is Money:

Directory enquiry firm 118 118 has been fined £80,000 for failing to display its charges clearly in adverts.

The company was told to improve its pricing information after an investigation by regulator PhonepayPlus showed it was hard for customers to find information about charges...

Aaargh!

Why didn't the regulator impose a fine of £118,118? Natural justice and all that.