How isn't the Entertainment Membership a scam ?

So... with how the deal is advertised phrased somone would assume it's an avrage subscription (you can cancle any time) in the sense your paying £3.99 a month and you get this discounted rate your first 12 months.

At no point is it made/wored clearly as being locked in to paying £3.99 for the 12 months. (It even says "no contract")

I'm reality it's 1 year subscription for £47.88 phrased in a way to trick people.