That's not right. What happened on the 1st of August 2009 (not January) was that Communication Providers have to make it quite clear how much they charge for 0870 number in all advertising, cannot use recorded messages on the line, and cannot refer to an 0870 number as 'national rate' unless it is charged the same as a geographical landline call
http://www.ofcom.org.uk/consult/cond...0870statement/ - sections 1.6, 1.7 and 1.26 are most relevant
Although hopefully if all providers don't make 0870 inclusive then OFCOM will force them to