Consider this a consumer alert for our friends in the UK.

Someone had an ad placed in a central London train station proclaiming "PlayStation 3--Order now for Christmas" with a phone number in red that uses the 0906 prefix (similar to 1-900 in North America). They also show a photo of the PS3 against a background of snowflakes and in fine print along the bottom "Calls cost £1.50 per minute."

Anyone who didn't want to wait for the official launch in March 2007 would probably jump at the chance. The message starts by letting the caller know the number is owned and run by a sole proprieter called Mastercash. By being a sole proprieter, under British law they do not have to officially register their information with Companies House. The address given is in Merseyside and is traced to a self-catering apartment building.

The voice on the other end then informs the caller that this may be the only chance to get the coveted system and goes into a detailed explanation why. "The official release date for the PS3 is November 17, 2006," the recording says. "But the official release date in the UK has for some reason been pushed back to March 2007. With the PS3 being so popular, the supplies the shops do get are expected to have been pre-ordered and sold out on the same day."

Because of this it is explained that the system purchased will be either an American or Japanese system but will come with a power supply for UK standards. Sounds rather suspicious, wouldn't you say, considering Sony's clearly-made stance on importing?

Callers are then asked to give their details including a contact phone number and mailing address, supposedly to "make you aware of the package content and options of additional games and accessories, along with all pricing info." Of course, a reminder is given that they reserve the right to cancel an order at any time and is subject to availability.

Once all is said and done all the caller will have to show for his trouble is an extra £7.50 on the phone bill. These 0906 numbers can be bought starting at £49 and purchasers can then choose from a variety of charge rates ranging from 10p to £1.50 per minute. Of the £1.50 charged here the owner gets £1.03.

A Sony spokeperson has said they will look into the matter.