To anyone here it's obvious that this is the same as a "0.1%" rate, but I do suspect that to a not-insignificant proportion of the population, they'd consider "10 > 1", and conclude that this account is better for them than another one offering "0.2%" interest.
I realise this might be a stretch, but to look at it another way, should a bank be allowed to advertise their savings rate as "0.100%" or "0.10000%"?