If a sole trader agrees, over the telephone, to take out a once-off, small ad in a directory and, later, receives in the post and signs a contract for that small ad without realising that, buried in the terms and conditions, is an opt-out box which must be ticked to prevent the contract becoming an annual, rolling contract, is that trader over 12 months later, his business having failed, no longer operating out of the same address and, therefore,unaware that post has arrived at that address warning him that the ad for the now failed business is being placed and he must revert within 28 days if he wishes to cancel it, obliged to pay for the ad? Any opinions much appreciated!