The walking fingers of the Yellow Pages are one of the most recognized symbols in the world. But watch out for look-alike competitors who are literally turning the logo upside down.

Dr. Albert Chan has been an Ontario dentist for more than 30 years. Since his practice began he has advertised in the Yellow Pages. He usually pays his bill every month by mail, but earlier this year he got a special offer by fax and he signed up for a two-year commitment.

"When I received this fax from the company I actually thought it was from Yellow Pages," Chan said.

Weeks later when Chan received the invoice he noticed it was not from Yellow Pages, it was from a company called Yellow Page.

Thirty to 40 British Columbia businesses have complained to the Better Business Bureau about the look-a-like promotion.

BBB president Lynda Pasacreta points out the two tell-tale signs that the fax you get is not from the Yellow Pages.

"The walking fingers [logo] are upside down and it's Yellow Page, not Yellow Pages," she said.

When CTV contacted the Yellow Page company, it told us it would only answer questions by e-mail. But CTV's questions were not answered and phone calls were not returned.

Chan feels he shouldn't have to pay.

"They want over $2,800 over two years," he said.

In a follow-up invoice the company told Dr. Chan, "The fact that you did not check which company you were registering with is your fault alone. We would be prepared to accept, as a gesture of goodwill, one year's payment at $1,428 instead of the full two-year term at $2,856."

As Dr. Chan feels he was misled, he says he won't be paying the bill. That's something the BBB is telling those who call with the same problem.

"Businesses that have gotten into this, when they call us, that is what we would tell them: ‘Ignore it'. You haven't committed to a legal offer. We have seen no one taken to collection on this," Pasacreta said.

The Competition Bureau has issued a warning about deceptive business directories. Specifically, faxes that contain a logo closely resembling the Yellow Pages logo and with names that are similar to Yellow Pages. It says if you've received one contact the Competition Bureau

With a report from CTV British Columbia's Chris Olsen