I was interested to read about surreycouple2003 and did the say, went to google and found the site they referred to.
I came across this site last year and placed an advert. Then it worked like SH whereby I would receive an email direct, then they changed it so you have to log in to read messages on their server. Like most people I could not be bothered with that so I forgot about but every week I get SPAM messages from the site trying to sell me their porno videos/CD's.
Regarding the 090 contact numbers, I never placed a voice ad and I doubt many do. What happens is than a voicemail is automatically created when an advert is placed regardless or not if you have placed a voice ad. There is no way of telling if an advertiser has a voice ad so it's a good little earner @ per minute.
Any advertiser of premium rate numbers has a legal requirement
1: Display call cost <<< which they do
2: Display a contact address or PO BOX for complaints
under the 090 number <<< which they don't
3: ON the page the advert shows, they must clearly show a statement like this
"This website invites viewers to call 0909 Premium Rate telephone numbers. These numbers are charged at per minute at all times and may involve a long call (Calls from mobile phones may cost more). This is an ADULT-only service (18 years old and over). Please ask the bill payer for permission before calling any 0909 numbers"
Such services are strictly governed by ICSTIS and if they find a service that does not comply to their rules, they'll pull it and the owner loses all the revenue and may face a huge fine.
In the case of surreycouple2003, they have a good case to contact ICSTIS