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Changing the Numbers: UK Directory Enquiries Deregulation and the Failure of Choice

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  • Pollock, R.

Abstract

In 2003, the UK `liberalised' its telephone directory enquiries service with the aim of introducing competition so as to improve quality and lower costs. Unfortunately the results did not match expectations. Proliferation of numbers led to consumer confusion and high price firms with no discernible quality advantages but which employed heavy advertising came to dominate the market. Consumer and total welfare appear to have declined. This example raises important questions for regulators. In particular, with limits on information and rationality, it may sometimes be better to limit choice but increase competition to supply that choice.

Suggested Citation

  • Pollock, R., 2009. "Changing the Numbers: UK Directory Enquiries Deregulation and the Failure of Choice," Cambridge Working Papers in Economics 0916, Faculty of Economics, University of Cambridge.
    • Handle: RePEc:cam:camdae:0916
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    File URL: http://www.econ.cam.ac.uk/research-files/repec/cam/pdf/cwpe0916.pdf
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    References listed on IDEAS

    as
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    4. Monica Giulietti & Catherine Waddams Price & Michael Waterson, 2005. "Consumer Choice and Competition Policy: a Study of UK Energy Markets," Economic Journal, Royal Economic Society, vol. 115(506), pages 949-968, October.
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    More about this item

    Keywords

    Competition; Deregulation; Advertising; Bounded Rationality;
    All these keywords.

    JEL classification:

    • L51 - Industrial Organization - - Regulation and Industrial Policy - - - Economics of Regulation
    • L43 - Industrial Organization - - Antitrust Issues and Policies - - - Legal Monopolies and Regulation or Deregulation

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