SAN DIEGO -- It's a tight job market in San Diego, and often job hunters turn to the classifieds for opportunities.

But the classified ads don't always tell the whole story, 10News reported.

10News opened the classifieds recently to find an ad for firefighters.

It looked like a great opportunity for men and women who want to protect and serve, but when you call the number listed, it doesn't ring at the fire station.

10News called the ad found in the Union-Tribune classifieds.

The ad was for firefighters and stated no experience was necessary. It also said there was paid training, relocation and benefits. It said ages 17 to 34 could apply by calling a toll free 800 number. But if you call, you end up on a phone list, and eventually called back by a telephone room salesperson.

10News found out it was a U.S. Navy ad, but no where in the ad does it say it's a U.S.Navy recruiting effort.

Navy veteran David DeSoto has just written a book about military recruiting tactics, and said recruiters are under a lot of pressure to fill positions.

"They absolutely have quotas. (The) job depends on reaching quotas many times," DeSoto said.

DeSoto said this recruiting tactic goes too far.

"It is absolutely misleading," DeSoto said.

Navy recruiters tell us they also run similar ads for law enforcement, electrical and construction jobs in other cities.

Robert Fellmeth is a professor at USD's Center For Public Interest Law.

"The federal government through the FTC sets standards against bait-and-switch advertising. (It) seems they (should have) to comply with (the) same standards it imposes on the private sector," Fellmeth said.

Navy recruiters would not go on camera for this story, instead they gave 10News a written statement saying their recruitment ads "meet all Navy guidelines for integrity" and "callers are in complete control."

Still, Fellmeth said he finds this recruiting tactic just plain tacky.

"It's a little bit insulting to hide the ball thinking it will attract more people," Fellmeth said.

The San Diego Fire Department is also disturbed by this blind ad, saying it waters down their message about all the training needed to even apply for a firefighting job.