06/28/2011 04:39 EDT | Updated 01/24/2012 01:38 EST

Bell Canada Misleading Ads To Cost The Company $10 Million


THE CANADIAN PRESS -- OTTAWA - The Competition Bureau says Bell Canada (TSX:BCE) must pay a $10-million fine after it employed misleading advertising suggesting its prices were lower than what customers actually paid.

The fine is the maximum amount allowed under the Competition Act.

Bell has also agreed to change its offending advertising within 60 days.

The federal regulator says Bell charged higher than advertised prices for many of its services, including home phone, Internet, satellite TV and wireless because the advertised prices did not include additional mandatory fees.

As an example, the bureau says Bell had advertised a bundle for home phone, internet and television services starting as low as $69.90 per month.

However, the lowest possible price, including the mandatory fees, was $80.27.