my point is if it wasn't a recorded conversation then it's their word against his he agreed to pay them, if it is recorded then there should be the proof of them promising a buyer on of misleading statements which when they doesn't materialise or the company doesn't provide written terms and conditions saying in the event of the sale falling through you are paying us for the service we provide etc he has a claim - most of it is in the link and its 7 days for argueing although depending on "the service agreed and paid for" this might not be applicable...
To be honest if you hit most dodgy companies like this with the legal info and the fact you're prepared to pursue it then they usually refund you and move on to the next poor sucker who doesn't complain.
Important bits for those who can't be bothered to read the link and relevant bit here big and in red:
Your right to cancel, or the 'cooling off' period
The Distance Selling Regulations give you the right to change your mind and cancel an order within seven working days. If you do decide to cancel, you should put this in writing, either by letter (a proof of postage certificate or even recorded delivery would be wise), or you can fax or email. A telephone call is not sufficient, unless both you and the trader agree otherwise. The time limits are as follows:
Goods: Seven working days after the day on which the goods are received;
Services: Seven working days after the day on which you agree to go ahead with the agreement.
Exceptions to the right to cancel
Services which are to be provided within seven working days. If you have agreed that the service will start before the end of the cooling off period, you will not be entitled to cancel once the service has started. Remember, the trader must tell you this in writing, otherwise you will be able to cancel. (Important: You may have other statutory cooling off periods, depending on how the trader approached you; under the Consumer Credit Act or Doorstep Selling Regulations, for example.) You should take advice on this.