Angry retailers have vowed to “keep embarrassing” Camelot until it removes its 7p a minute charge on calls to its helpline.

Following the lottery provider’s switch from a Freefone number, retailers have taken to social media to target the company.

“Issues where we have to call the helpline are usually Camelot’s problem and we feel like we’re being penalised,” said Mo Razzaq of Premier Mo’s Convenience Store in Blantyre. “It’s not a one-minute conversation either, it takes longer, and Camelot is making money out of it.

“We’re going to keep embarrassing Camelot, through the press and social media.”

In response, a spokesperson for Camelot said: “We believe our new website will make it much easier for retailers to self-serve, significantly reducing the need for them to call us. However, if retailers do need to contact us by phone, the new interactive voice response system will cut down on call times.”